looks to enhance personalization capabilities with Emarsys platform


The online electricals retailer, today announces a partnership with omni-channel customer engagement company Emarsys, enabling it to personalize the experience for its customers on a truly one-to-one basis for the first time.

The single Emarsys platform, which is the only one in the world built from the ground up to accelerate business outcomes, has consolidated AO’s customer data into one system, providing actionable customer insights to the marketing team. Now, based on those insights, AO is targeting customers more effectively through one-to-one personalized digital marketing campaigns based on customers’ desires and behavior.

Prior to working with Emarsys, AO had expanded into Europe it didn’t want its customer data system to be regionally siloed. The team at AO realized that this approach could not scale, making it difficult to maintain the highly personalized experience customers had come to expect. AO therefore selected Emarsys because of its single platform approach to unifying customer data, and its approach to providing customer insights.

Jodie Gardner, head of CRM for AO, said: “At AO is all about giving our customers an exceptional service and want to do this in a friendly and human way.

“Migrating to the Emarsys platform is a huge win in terms of guaranteeing that high-quality, personalized customer engagement. From our first meeting with Emarsys, their genuine interest in helping us improve was palpable. The introduction of the platform has changed the way teams work together across the business.”

Sara Richter, CMO, Emarsys, added: “AO’s success has been based on providing a brilliant individual experience for its customers. Eliminating unnecessary silos and unifying customer data across AO will support the organization as it continues to grow — and help them to secure predictable, profitable growth as a result.”