MandM Unifies Customer Data and Personalizes the On-Site Experience With Bloomreach

Story Behind the Brand

MandM is one of Europe’s leading off-price online fashion retailers. With seven localized websites stocking over 150 fashion, sport, and outdoor brands, the UK-based company has over 3 million active customers and ships to over 25 countries.

increase in conversion rates from personalized product-filter buttons

2.6

increase in revenue per visit from personalized pop-ups

Challenge

MandM was looking for a marketing solution that could help the brand put its customers at the center of its marketing strategy.

MandM recognized how crucial real-time data was to understand its customers and build relevant touchpoints for their shopping journeys, but disconnected channels and siloed data was a real challenge. A platform that could plug customer data directly into every marketing campaign and weave channels together for a seamless, connected customer experience was the ultimate goal.

Solution

Initially, MandM turned to Bloomreach for its powerful email marketing capabilities, but the brand quickly recognized its potential to help solve MandM’s comprehensive needs. With the composable offerings of Bloomreach and the guidance provided by Bloomreach Academy courses, MandM could reap the full rewards of our platform quickly and set up the seamless campaigns it envisioned.

“When we signed up with Bloomreach, Bloomreach Academy was a great resource,” said Jackie Barnett, Head of CRM at MandM. “As a new client, it was a very useful way to explore the platform and it helped us fully understand what Bloomreach could accomplish.”

With the ability to connect MandM’s entire marketing efforts, provide a single customer view of each customer, and analyze all its customer data to fuel targeted campaigns across every channel, Bloomreach Engagement offered the data-driven personalization that MandM was searching for.

Now, Bloomreach is more than just MandM’s email marketing platform. Our expansive marketing solution is a key component in the company’s overall strategy — MandM utilizes Bloomreach to craft personalized SMS campaigns, execute web push notifications, and personalize its on-site experience, in addition to the real-time reporting capabilities that drive its segmentation and recommendation efforts. In particular, MandM’s on-site personalization has been a major initiative for the brand. With millions of active site visitors, building incremental gains with personalized touchpoints could produce game-changing results, which is why optimizing every step of the on-site journey quickly became a priority as MandM expanded its use of the Bloomreach platform.

Bloomreach has made customer data more accessible to our entire team, enabling MandM to deliver relevant, timely messaging across varying touchpoints. It’s woven all our marketing efforts together, giving us a unified place to build recommendations and segmentations that multiple teams can use to create personalized customer journeys.

Jackie Barnett

Head of CRM, MandM

Results

With a holistic understanding of every customer, limitless web personalization tools, and the power of Loomi AI to weave it all together, MandM used Bloomreach to tailor important touchpoints and create agile, flexible, and personalized on-site experiences.

MandM utilized personalized product recommendations to highlight items aligned with each site visitor’s individual preferences, basing recommendations on in-session factors such as preferred gender, brand, and category. This refinement of recommendations resulted in a notable increase in revenue per visit through personalized weblayers, and a personalized pop-up showcasing a customer’s most-viewed brand also led to a 2.6% increase in revenue per visit.

The brand further personalized links featured on the MandM homepage, tailoring them to emphasize categories and brands that returning site visitors and customers had demonstrated a preference for. These personalized links generated an increase in revenue per visit from customers who had recently ordered, along with a rise in conversion rates for returning customers who had recently visited the site.

MandM also implemented personalized filter recommendation buttons targeted toward customers who had recently placed an order. These personalized buttons offered convenient ways for customers to filter product list pages and resulted in an almost 5% increase in conversion rates.

As MandM continues to personalize every step of its customer journey, Bloomreach continues to be at the center of the company’s strategy.

“These personalization tests have helped us optimize our on-site experience and build more consistent and seamless journeys,” said Barnett. “With all our marketing efforts fueled by the same real-time data and working with relevant audiences, we can keep refining and personalizing customer interactions, which is exactly what we want our campaigns to be doing.”