Driving 100% campaign revenue growth for a leading retailer
Overview
A leading global office supplies retailer headquartered in Florida, with millions of customers across retail stores, e-commerce and business channels, faced challenges in delivering consistent and personalized customer experiences at scale. Fragmented customer data limited visibility across channels, making it difficult to engage customers in a consistent and relevant manner.
HCLTech partnered with the client to address these challenges by establishing a unified Customer Data Platform (CDP) that brought customer data together into a single, trusted view. This enabled the retailer to deliver more personalized omnichannel journeys, improve campaign effectiveness and drive measurable revenue growth and engagement across digital channels.
The Challenge
Fragmented data sources limiting personalized omnichannel engagement
The client managed vast customer data from diverse sources including POS systems, website clickstream, mobile app, sessions loyalty programs, campaign platforms and third-party analytics.
- Customer data was distributed across POS systems, digital channels, loyalty platforms and third-party tools, preventing a unified customer 360 view across the customer life cycle
- Inconsistent identity resolution across devices made it difficult to link sessions to individual customers, limiting continuity in customer journeys
- Delays in data processing restricted the ability to support real-time personalization and timely campaign activation
- Legacy transactional systems were not designed to integrate seamlessly with real-time behavioral data, slowing modernization efforts
- Compliance with data protection regulations such as GDPR and CCPA added complexity to data unification and activation
- Advanced personalization use cases increased operational dependency on IT teams, limiting agility for business-led campaign execution
The Objective
Deliver consistent omnichannel journeys to drive revenue growth and customer acquisition
The client aimed to deliver a consistent omnichannel journey with personalized engagement to boost online revenue and customer acquisition. Specific goals included:
- Establish a single view of the customer to drive omnichannel engagements
- Enable personalized campaigns for higher conversion and click rates
- Allow business teams to manage operations independently without IT intervention
The Solution
Unified CDP implementation for real-time customer profiles and advanced personalization
We built a unified CDP using Adobe technologies as the foundation for a comprehensive customer data repository. Supported by Databricks, the platform unified batch and real-time data to maintain up-to-date customer profiles and enable personalization at scale.
Key elements of the solution included:
- Established a single, unified view of the customer by consolidating data from retail, digital, loyalty and campaign systems into a trusted Customer 360 foundation
- Enabled real-time and batch data processing on Databricks to support timely personalization and campaign activation across channels
- Standardized and harmonized customer identities to improve cross-device recognition and continuity in omnichannel experiences
- Delivered advanced segmentation and predictive insights, including propensity and churn signals, to improve targeting relevance and campaign performance
- Integrated marketing activation and analytics capabilities across Adobe Experience Platform, Adobe Journey Optimizer, Adobe Analytics and AEM to align data, journeys and content
- Empowered marketing teams to independently design, launch and optimize campaigns, reducing reliance on IT and improving speed and agility of campaign execution
- Implemented a scalable and governed data foundation that supported compliance, operational resilience and future personalization use cases
The Impact
Significant growth in campaign revenue conversions and web traffic
The unified CDP enabled data-driven personalization at scale, allowing the client to deliver more relevant customer journeys across channels. This resulted in measurable improvements in revenue performance, engagement and digital reach.
- Achieved a 100% increase in sales revenue from targeted marketing campaigns
- Increased average order value by 11% through more relevant and personalized engagement
- Improved click-through rates by 30%, reflecting stronger campaign relevance
- Boosted conversion rates by 20% across digital channels
- Drove an 88% increase in web traffic through consistent omnichannel experiences
- Scaled personalization across 47 million customers, including 17 million active users, supported by a unified CDP with 350 million customer profiles
- Enabled high-volume engagement with 80 million monthly page views, 15 million daily email campaigns and 2500 average daily sign-ups
Beyond the Numbers
Driving Total Experience through personalized and consistent journeys
The engagement positioned the retailer to build deeper customer relationships and drive experience-led growth over the long term. By unifying customer data and enabling more personalized and consistent journeys across channels, the solution helped align customer and digital experiences across channels into a more seamless end-to-end Total Experience.
This integrated approach improved customer trust, engagement and loyalty, leading to higher enrollment across loyalty programs and more meaningful interactions throughout the customer lifecycle. According to the HCLTech Total Experience Report, organizations that lead in Total Experience initiatives achieve up to 57% returns, compared with just 3% for those at early stages of adoption, reinforcing the tangible business value of integrated, experience-led strategies.
The unified customer foundation also positioned the business to respond more quickly to evolving customer expectations, enabling continuous optimization of marketing strategies and experiences as the organization continues its digital growth journey.
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