Peach John Co., Ltd

Published on 03-Dec-2012

"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." - Yuichiroh Azumi, Information Security Administrator, Peach John Co., Ltd.

Customer:
Peach John Co., Ltd

Industry:
Consumer Products, Retail, Wholesale Distribution & Services

Deployment country:
Japan

Solution:
EMM - Cross-channel Marketing Optimization, Smarter Marketing, Smarter Planet

Smarter Planet:
Smarter Solutions for Retail

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.

Business need:
Peach John relies on email campaigns to help drive sales through its website, retail stores and mail-order catalog. In the past, its emails were too broad to achieve the desired result. These large-scale campaigns had low response rates and seemed to trigger a drop in customer spend. Moreover, launching email campaigns was arduous and time-consuming. The data processing alone required an entire day’s worth of work. Peach John needed a 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. 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.

Benefits:
Expects to increase sales by more than USD1 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

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.

The Opportunity
Peach John 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
Peach John adopted a sophisticated multichannel marketing campaign solution that treats email marketing as a way to establish relationships with customers, not fill their in-boxes. 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 USD1 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

Products and services used

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

Hardware:
System x: System x3500 M3

Software:
IBM Campaign

Legal Information

© Copyright IBM Corporation 2012 IBM Corporation Software Group Route 100 Somers, NY 10589 Produced in the United States November 2012 IBM, the IBM logo, ibm.com, System x and Unica are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the web at “Copyright and trademark information” at ibm.com/legal/copytrade.shtml This document is current as of the initial date of publication and may be changed by IBM at any time. Not all offerings are available in every country in which IBM operates. The performance data and client examples cited are presented for illustrative purposes only. Actual performance results may vary depending on specific configurations and operating conditions. THE INFORMATION IN THIS DOCUMENT IS PROVIDED “AS IS” WITHOUT ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING WITHOUT ANY WARRANTIES OF MERCHANTABILITY, FITNESS FOR A PARTICULAR PURPOSE AND ANY WARRANTY OR CONDITION OF NON-INFRINGEMENT. IBM products are warranted according to the terms and conditions of the agreements under which they are provided.