DEG partnered with one of the largest video game and electronics retailers to implement a solution that would efficiently provide personalized marketing at scale.

How do you level up your marketing program while still needing to blast gamers with the latest release information? By ensuring your arsenal is filled with the tools needed to send relevant, targeted messages at the optimal times to score big.

The challenge

As one of the largest video game and electronics retailers, a company was facing the decline of in-store traffic and ever-changing customer expectations. In order to find relevance in the experience economy, the brand partnered with DEG, an Isobar Company to implement a solution that would efficiently provide personalized marketing at scale.

As the partners began to collaborate, they found a key insight: Gamers want to know about the latest releases before they happen and that means receiving communications at optimal times during promotional periods, like the holiday season.

The strategy

To execute large email sends and connect with gamers through relevant messaging, the brand needed a robust technology program and strategy that would provide a singular view of the customer. DEG analyzed how the retailer’s current marketing platform was handling its email deployment workload.

Due to the lack of efficiency in send times and reporting, the agency recommended migrating to Salesforce Marketing Cloud. The enterprise platform would allow for the game retailer to integrate its marketing messaging with data tools to send relevant, personalized communications to its customers.

Next, DEG dove into the brand’s in-store transactional data over the last five years. Through an RFM (recency, frequency, monetary) analysis, the agency provided a strategic framework for future targeted communications based on detailed customer behavior and the lifecycle of a game.

Armed with an intelligent, experience-driven, human-centered program with a first-party data asset and insight-rich messaging strategy, the company now has the ability to send targeted campaigns with relevant content to its customers.

The solution

The company relied on the expertise of DEG’s certified SFMC team to implement the platform and integrate and activate Audience Studio as the data-management platform. The implementation and migration of SFMC included building email templates—with dynamic content areas using Content Builder—IP address warming, and data integration trigger messaging.

In addition, DEG activated Salesforce products Ad Studio, Einstein, Social Studio, and Datorama; provided strategy; built data dashboards; uncovered customer insights; conducted campaign analysis; and made recommendations for marketing communications. The messaging recommendations included building customer journeys, based on segmented audiences, and a cross-channel integration of messaging for abandoned cart, browse, win-back, and lifecycle-of-a-game communications.

Finally, DEG build a new game-playbook concept for marketing three types of games, which details pre- and post-release messaging and recommendations for when it’s optimal to scale down or scale up email sends, depending on the popularity of the game.

The outcome

The brand and DEG launched the SFMC platform solution—in one of the smoothest and largest implementations the agency has ever done—before the holiday season. Using Audience Studio and SFMC in tandem, the solution unifies offline and online data from all channels, including the retailer’s mobile app and commerce site, to activate personalized messaging in nearly any channel and medium.

Armed with an intelligent, experience-driven, human-centered program with a first-party data asset and insight-rich messaging strategy, the company now has the ability to send targeted campaigns with relevant content to its customers. That’s next-level marketing.

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