Australian ecommerce retailer Tiger Mist has implemented Emarsys AI-driven marketing platform for EDM, mobile marketing and CRM ads which, according to the company, has revolutionised its digital marketing efforts.

Tiger Mist said as it expanded, the digital marketing team realised it had outgrown its legacy marketing platform.

The ecommerce site uses the Emarsys Automation Centre to design, validate and automate its email, mobile and CRM campaigns.

Dominique Moretti, email marketing lead at Tiger Mist said, “With its AI and easy-to-use performance monitoring capabilities, the Emarsys technology has given us back time to focus on high-value tasks, such as building roadmaps and planning long-term goals and objectives.

“Not only are our email and mobile marketing channels performing better, our team really likes using the platform, which makes this element of our digital marketing really enjoyable.”

The Melbourne-based online boutique was launched in 2007, focusing on an online and social presence while also being stocked in US department giants Bloomingdales and Nordstrom.

Since deploying the Emarsys marketing cloud, Tiger Mist said its email open rates have increased by more than four per cent and email revenue increased 91 per cent year-over-year.

It means the company has a better understanding of customer behaviour and its customers’ relationships with the fashion brand.

Moretti explained, “Fashion is a fast-paced and competitive industry. The challenge for all retailers is to ensure you’re being seen by your customers on their preferred channel to ensure they have hundreds of their favourite styles and brands at their fingertips at the most convenient time for them.

“We began looking for a new marketing platform at a time when the Tiger Mist business was growing rapidly. We wanted a platform we could grow with, instead of grow out of, and we needed the ability to personalise communications according to our customers’ specific content and channel preferences, while also considering their lifecycle stage with us.”

She adds, “After evaluating a number of platforms, we felt Emarsys was the right partner to help us take that next step as a business.”

Heath Barlow, Market Lead Australasia at Emarsys said, “We know retailers face common challenges—such as consumers’ expectations for personalisation across channels and devices—and we have engineered our platform with these in mind.

“It makes my team extremely happy to hear of success stories like Tiger Mist. We are proud to play a role in this unique brand’s growth.”

Tiger Mist was founded in 2007 by sisters Alana and Stevie Pallister, the ecommerce site has 1.3 million Instagram followers.

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