OPI polishes up on marketing

Nail care retailer OPI – part of the Wella Company – has selected a new marketing automaton platform for behavioural trigger campaigns

After previously working with another enterprise-level marketing automation vendor, OPI was struggling with the barriers associated with setting up behavioural trigger campaigns.

The company was looking for a third-party vendor that could support behavioural trigger campaigns to enable them to send messages in real-time to their known, as well as unknown, customers. These real-time messages would be based on web behaviour to drive both engagement and conversions.

OPI selected Mapp as its marketing automation platform to provide support with all of this, and more. With a small team, which may require more guidance when it comes to setting up and managing its campaigns, it needed to work with experts who are equipped to help.

Proactive

OPI will receive dedicated support from Mapp’s Customer Success Team to ensure campaigns are fully optimised, as well as proactive new ideas from the Mapp Team to help them maximise revenue and generate higher return on investment.

It has chosen several of Mapp’s solutions to help them achieve their goals. It will be using a combination of Mapp Engage and Ecommerce+, which means that they can use one integrated solution to set up web triggers based on customer web behaviour and send real-time email messages.

Holly Willis, ecommerce manager at Wella, said: "We can’t wait to start driving revenue from behavioural trigger campaigns as we know how successful these campaigns can be when the customers have already shown purchase intent.”