An Interview with Carole El Rahi, The Senior Marketing Manager at Temple and Webster. In 2017 Temple & Webster was ranked in the Top 30 Best Online Retailers in Australia.
Visit Temple & Webster: https://www.templeandwebster.com.au
Temple & Webster became a MobileDigital customer in November 2016.
Temple & Webster has a varied marketing mix. Our marketing solutions include Google Adwords, retargeting solutions like Criteo, paid social media and also offline media such as print, catalog and radio.
We first heard of Mobile Digital at a marketing conference and we were impressed by the functionalities available on the platform. We wanted to diversify our marketing mix so we took this relationship further.
In this day and age customers expect a minimum level of customisation and personalisation. The blanket approach doesn’t resonate well with customers anymore and we wanted to leverage the segmentation available through our CRM platform to deliver the right message to the right customer at the right time. MMS marketing was able to support this approach.
Personalisation and trigger-based marketing are the 2 trends which drove us to use SNIPER. Personalisation is a really important part of our marketing strategy. Taking this approach further, we want to trigger personalised MMS as part of our marketing programmes. Using API triggered MMS is ultimately where we’d like to take our MMS / SMS campaigns.
We didn’t have any real concern. We felt very well supported by the MobilDigital team who were able to train us on the platform and have always been really responsive and helpful.
The biggest pain point for us was extracting the right segments from our CRM and setting up our triggers in a way that’s scalable.
Our MMS/ SMS campaigns are offer based so when we measure the impact, we always look at incremental revenue minus the cost of media and cost of discount.
Some customer segments don’t engage a lot with emails. Personalised MMS & SMS was a great way to reach customers who don’t normally engage with our brand via other channels.
We were really pleased with the results from the SNIPER platform. The team has put a lot of work into making it self-service and user-friendly.
We’ve tested SNIPER to promote our Click Frenzy campaign to lapsed customers. We did a split test across MMS / SMS. With lapsed customers, we actually saw a better performance from the SMS which was interesting.
We mainly track order, revenue, cost of sale and unsubscribe. We treat MMS as a performance channel.
The setup process was really seamless once I got the hang of the platform. I now feel confident setting up my own campaigns.
Make sure you test and measure your campaigns across different segments. We’ve seen very different results based on users’ profile.
Mobile Digital team was most helpful in helping me get more familiar with the platform and setting up my first campaigns. The team was really reactive and the campaign went out without a glitch.
Our goal is to implement trigger based MMS / SMS campaigns that are fully integrated with our life cycle marketing programmes.
SNIPER is a great tool for reactivation,cross-selling and upselling.
We would have to use our email service provider to send SMS, MMS which is not currently supported.
Sending MMS / SMS campaigns through Mobile Digital has been a positive experience. Not all our tests have been successful but that’s part of the optimisation journey and learning what works/doesn’t work.
Sure, we’ve been recommending Mobile Digital to peers looking to expand their marketing mix to new channels. MMS / SMS can be a powerful retention/reengagement channels if the targeting and messaging are right.
Temple & Webster is Australia’s #1 online retailer of furniture and homewares. It was established in Sydney in 2011 by four founders – Mark Coulter (Chief Executive Officer), Adam McWhinney (Group Chief Experience Officer), Conrad Yiu (Non-Executive Director) and Brian Shanahan (former Chief Executive Officer). The business was named after William Temple and John Webster, convict artisans who were commissioned to make furniture for the Governor in colonial Australia in the early 1820s. The site was initially a members-only sales site established as a content-driven platform for limited-time offers. In mid-2015, Temple & Webster acquired Wayfair Australia, the local arm of the successful US business Wayfair.com, rebranding the business as Zizo.com.au and changing the format of the website to an open platform. In late 2015, the business also acquired Melbourne-based online furniture retailer and importer Milan Direct. These two acquisitions led to the formation of the Temple & Webster Group ahead of their IPO on the Australian Securities Exchange (ASX).