How Cordial helps Eddie Bauer streamline their business, while reimagining their messaging strategies.
Annual savings in tech costs
Increase in average order value
Higher conversion rate
Being in business for over 100 years, Eddie Bauer has become an American staple for outdoor adventurers. They’ve built a loyal customer base and continue to inspire people to get outside and enjoy nature, creating an outdoor culture that’s open to anyone.
As Eddie Bauer’s customer base grew, it was getting more difficult and expensive to manage all of their campaigns and data across multiple partners. Additionally, they wanted to increase the personalization of their loyalty certificates for Eddie Bauer’s Adventure Rewards® program. It was time for Eddie Bauer to find a partner who could more efficiently use their data to create better cross-channel campaigns, faster and level up their loyalty certificate campaigns.
Eddie Bauer turned to Cordial to streamline their cross-channel marketing solutions, including SMS/MMS, email, personalization, and data services. By moving to Cordial, Eddie Bauer was able to go from three platforms down to one. By simplifying their tech stack, they saved over half a million dollars and could more quickly and accurately execute their campaigns. Furthermore, Cordial’s data platform—backed by our hands-on solutions team—had incredible flexibility to help Eddie Bauer seamlessly integrate with several of their preferred data partners to consistently deliver on their goals.
Two years into the Cordial partnership, Eddie Bauer made a conscious decision to pivot away from an “always on sale” promotional strategy to a more precise, personalized promotional approach to increase conversions and margin. As their data strategy and customer engagement partner, Cordial was there every step of the way to consult with Eddie Bauer and help them get it right. Eddie Bauer had a strong data set, and in Cordial, a messaging platform that helped them increase relevance and deliver the right promotion to individuals based on their interests and behaviors.
Together, Eddie Bauer and Cordial analyzed data and built new integrations so Eddie Bauer could talk to their customers based on their tighter, more strategic promotional plan. Eddie Bauer looked to Cordial to help develop a robust, strategic roadmap with innovative messaging programs to help them get the most out of the platform and drive growth for their business. Below are four examples of net-new, customer-centric promotions that were built leveraging Cordial’s technology:
Angela Gow, Director, Digital Merchandising and Email
Using the narrower promotional strategy paid off in engagement, site visits, and conversion for Eddie Bauer. They saw meaningful increases in revenue year-over-year for all of 2021, especially during the quarters when they were testing these newer more brand-centric tactics. AOV increased 7%, their conversion rate grew by 18 points, and the average purchase per message increased 8%. More importantly, they were able to add these new tactics to their roadmap, with plans to include them in future automated journeys and triggers.
Eddie Bauer made the most of their tech investment by tapping into Cordial’s thorough knowledge of the platform and Eddie Bauer’s business. To further increase agility on their team, Eddie Bauer partnered with Cordial for full-service program management support, saving them 33% a year in production services. In doing so, Cordial has been able to reduce turn time in half from six to three days and improve the accuracy of their campaigns to 99.9%. Additionally, Cordial continues to provide strategic support to Eddie Bauer, building out their analytics and messaging roadmap to drive ongoing improvements in conversion and revenue.
Want to learn more? Watch Christy Parrish, Cordial, Director of Client Success and Angela Gow, Eddie Bauer, Director of Digital Merchandising and Email speak at the ANA Email Evolution Conference about Eddie Bauer’s journey in leaving discounts behind: