Peach John Co., Ltd.

Multichannel marketing solution used to personalize email campaigns with behavioral analysis

Published on 28-Aug-2013

"Promotional emails that miss the mark get deleted or, worse, lead the customer to unsubscribe. Behavioral analysis provides a clear view into what customers want, so every email can deliver its message effectively." - Mr. Yuichiroh A zumi, Information Security Administrator, Peach John Co., Ltd.

Customer:
Peach John Co., Ltd.

Industry:
Consumer Products, Retail, Wholesale Distribution & Services

Deployment country:
Japan

Solution:
PureSystems, Big Data & Analytics, Big Data & Analytics: Customers, Smarter Commerce, Smarter Marketing, Smarter Planet, EMM - Cross-channel Marketing Optimization

Overview

Peach John Co., Ltd. is a Japanese mail-order company that offers a wide variety of moderately priced items for young women, including clothing, lingerie, shoes, bags, accessories, cosmetics and healthcare products. In addition to its mail-order catalog and online store, the company operates several retail stores throughout Japan and sells its catalogs in bookstores and convenience stores. Established in 1994, Peach John is now a 100 percent subsidiary of Wacoal Holdings Corporation with offices in Tokyo and Sendai, Japan and Hong Kong, Shanghai and Shenzhen, China.

Business need:
Peach John needed a sophisticated multichannel marketing platform to make its email marketing more effective, increasing response rates and driving more sales through the catalog and website.

Solution:
Peach John adopted a sophisticated multichannel marketing campaign solution that treats email marketing as a way to establish relationships with customers, not fill their inboxes.

Benefits:
The IBM solution helped to increase sales, boosts repeat business and simplifes the campaign planning process.

Case Study

Peach John Co., Ltd. is a Japanese mail-order company that offers a wide variety of moderately priced items for young women, including clothing, lingerie, shoes, bags, accessories, cosmetics and healthcare products. In addition to its mail-order catalog and online store, the company operates several retail stores throughout Japan and sells its catalogs in bookstores and convenience stores. Established in 1994, Peach John is now a 100 percent subsidiary of Wacoal Holdings Corporation with offices in Tokyo and Sendai, Japan and Hong Kong, Shanghai and Shenzhen, China.

The Opportunity
Peach John, a women’s apparel retailer in Japan, relies on email campaigns to help drive sales through its website, retail stores and mail-order catalog. In the past, however, its emails were too broad to achieve the desired result. These large-scale campaigns had low response rates and even seemed to trigger a drop in customer spend. Moreover, launching email campaigns was arduous and time-consuming. The data processing alone typically required an entire day’s worth of work. Peach John needed a sophisticated multichannel marketing platform to make its email marketing more effective, increasing response rates and driving more sales through the catalog and website.

What Makes It Smarter
There is a fine line between valuable email communications and spam. Consumers can spot the difference at first glance. Companies sometimes find it more difficult. Peach John adopted a sophisticated multichannel marketing campaign solution that treats email marketing as a way to establish relationships with customers, not fill their inboxes. Through behavioral analysis, Peach John gets to know its customers — which products they like and dislike, which offers they respond to and which they ignore, how often they shop and what they tend to buy. These insights allow the company to segment customers and assemble targeted, automated campaigns that deliver personalized deals and recommendations at just the right times and through the most effective channels. For example, a customer who makes frequent lingerie purchases and responds well to discount offers may be targeted for weekly emails that feature special deals, while an occasional shopper with a low response rate may receive seasonal communications announcing new clothing lines.

Real Business Results
• Expects to increase sales by more than US$1 million as a result of higher conversion rates across the board
• Boosts repeat business and average customer spend by sending precisely timed and targeted offers that entice customers to buy
• Simplifies the campaign planning and execution process, significantly reducing the amount of time and effort required to design and launch personalized multichannel campaigns

For More Information
Please contact your IBM representative or IBM Business Partner. Visit us at ibm.com.

To learn more about Peach John Co., Ltd., visit www.peachjohn.co.jp.

Products and services used

IBM products and services that were used in this case study.

Hardware:
System x: System x3500 M3

Software:
IBM Campaign

Service:
Software Services for EMM

Legal Information

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