Adlibris Orchestrates Personalized Omnichannel Campaigns With Bloomreach

Story Behind the Brand

Adlibris is the largest online book retailer in the Nordics. Founded in 1997, the company is a pioneer in ecommerce, delivering on its mission to create a modern bookstore for all book lovers with more than 13 million titles offered, 2 brick-and-mortar stores, and millions web visits a year.

200

average ROI in campaigns promoting new book releases

open rates for email campaigns promoting new book releases

time saved to launch of campaigns promoting new book releases

Challenge

With a primary focus on ecommerce, Adlibris recognized the need to orchestrate personalized experiences for its customers. Knowing its audience on an individual level and building marketing campaigns to meet their needs was a priority for the brand, which is why Adlibris sought out a marketing technology that could consolidate, activate, and orchestrate its data to truly connect with its customers.

To create the personalized connections that Adlibris aimed for, the company needed marketing technology that could offer a complete view of the customer journey, along with the orchestration capabilities to make every touchpoint matter. That’s why Adlibris chose Bloomreach Engagement — our limitless solution provided the tools the brand needed to achieve its goals.

Solution

With Bloomreach, the company could activate real-time data to create automated and personalized marketing campaigns that spoke directly to each customer. Harnessing the power of our customer data engine, Adlibris can now orchestrate omnichannel campaigns that reach the right customer, with the right message, on the right channel.

Plus, with a thorough implementation process, Bloomreach’s customer support, and the effective training program provided by Bloomreach Academy, Adlibris received the knowledge base it needed to hit the ground running. With a sound understanding of what’s possible with our platform, Adlibris developed customer-centric campaigns that made a real impact — like the company’s new release campaign, a triggered omnichannel campaign designed to highlight new book releases to customers that are most likely to buy them.

To highlight new book releases to the right audience, Adlibris wanted to identify customers most likely to enjoy the new release and target them accordingly. The brand built its own algorithmic model to achieve this goal, fueling it with the real-time data available through Bloomreach. Adlibris’ model compares the new release to each customer’s previous purchases; their product views; the authors, titles, and genres they preferred; and more. This analysis produces a unique affinity score for every customer, and once an affinity score reaches a certain threshold, that customer qualifies for the new release campaign and is added to the segmented audience to receive the promotion.

Using this hyper-targeted audience, Adlibris set up a scenario in Bloomreach Engagement to automate the new release campaign and make sure it fit seamlessly into each customer’s unique journey. The scenario was configured so that the triggered campaign became a prioritized message, integrating the campaign with other planned communications so the customer never receives a disjointed experience.

And with Bloomreach’s omnichannel orchestration capabilities, this new release promotion reaches its audience wherever it’s best suited to inspire customer engagement. The campaign is promoted via email, ads, and as a weblayer on the Adlibris website — the customers with high affinity for these promoted releases are guaranteed to see these products on the channels that will make an impact.

With Bloomreach, we can activate our data and orchestrate the shopping experience that our audience deserves. It gives us the omnichannel capabilities we need to make sure our customers get a personalized message and automates the campaign-building process to make real personalization possible.

Victor Forsell

Martech Specialist, Adlibris

Results

With this omnichannel new release campaign in place, Adlibris has seen incredible results.

Just by automating campaign orchestration, Adlibris cut the time it takes to launch new release campaigns by 40%. The emails sent have seen an impressive 60% open rate, and overall the campaigns have yielded an average ROI of 200%, making them valuable interactions in Adlibris’ customer experience.

“These automated campaigns have been a key initiative for us,” said Victor Forsell, Martech Specialist for Adlibris. “They provide real value for our customers and work in sync with our entire strategy, which is exactly what we want from our campaigns.”