PacSun + CCC

Challenge:
PacSun wanted to increase channel performance across its lifecycle campaigns and boost both email and SMS revenue contributions. PacSun aimed to coincide these improvements with their launch of a new loyalty program and website platform updates. They sought lifecycle experts at Cordero Consulting Co. (CCC) to revitalize their lifecycle strategy in coordination with other initiatives.

Solution:
CCC grew PacSun’s automated email program open rates by +13% and revenue by +124% YoY. In the first 90 days of working with CCC, PacSun increased automated email revenue by +66% and revenue per email sent by +119%. CCC activated 14% of PacSun’s targeted lapsed customers, significantly higher than the industry standard of 3-5%.

CCC’s lifecycle team created and launched a multi-touch re-engagement campaign targeting users at three levels of churn using predictive modeling. Additionally, the team audited PacSun’s automated email programs to optimize engagement and doubled triggered revenue. Extensive testing during the first 90 days and a testing roadmap were created to future-proof the success of lifecycle campaigns.

Results:

  • 75% increase in overall lifecycle revenue

  • 124% increase in automated email program revenue

  • 22% YoY growth in email revenue

  • 44% YoY growth in SMS revenue

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