Using personalisation to build a digital brand and unlock cross-category growth

While COVID had driven a huge spike in online sales for the business, as retail re-opened, buying habits changed again. Decathlon wanted to ensure no customers were lost and they could continue to identify and market to their buyers going forward.

The 74-80% match rate and the first-party data provided helped drive more profitable campaigns resulting in:

£1M

of incremental revenue

4.3M

targeted, personalised messages delivered

50

higher iROAS than anticipated

Challenges

• Ensure no Decathlon customers were lost so it could still identify and market to them as post-COVID buying habits changed.

• Achieve greater control of its messaging, marketing, and brand across the 70 sports it covered.

• Improve its customer insights and creative approaches to drive more impactful marketing.

• Evolve its measurement to focus on business metrics.

• Drive efficiencies through greater automation.

Solutions

Developed a single customer view to provide valuable new insights and activate its data to encourage buyers to spend across a broader range of sports.
Introduced new automation to build target audiences quicker, get campaigns live faster and use data-driven dynamic creatives for more impactful advertising.
Improved campaign targeting and effectiveness by delivering more personalised communications.
Achieved higher match rates to drive better customer acquisition activity.

Results

Not only was the process of launching the Proof of Concept easy to set up and quick to scale, but the results were impressive. Tested over the critical Black Friday period, where it was essential that the campaigns performed well, the Proof of Concept has proved to be very successful.

One surprise for Decathlon was the high match rate that enabled them to drive more effective customer acquisition. In matching and enriching the Decathlon database, Epsilon achieved a 74% match rate.

“I'd recommend Epsilon to any business interested in using next-generation technology to connect the right people with the right message. It's very important to know how much you can potentially invest next year. If you have a high return, you can have the confidence to scale up more, knowing that by investing more, you'll gain a greater return.”

— Chris Long, Head of Performance Marketing, Decathlon

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