Pacific Market International Drives Campaign Engagement with Highly Targeted Audience Segments

Pacific Market International (PMI) wanted to deliver best-in-class digital personalization experiences to its customers. The company faced a common customer data challenge: customer data resided across multiple systems including email marketing systems, siloed marketing lists, transactional e-commerce systems, warranty claims, as well as survey, rating, and reviews data. There was no single view of the customer and thus, no way to personalize communications around how the customer engaged with them. As PMI was building their direct to consumer business, they wanted to get the foundation right to ensure they could focus on driving the business forward, rather than retroactively updating systems.

PMI chose a solution from Amperity, an APN Advanced Technology Partner, to accelerate its mission to customer-centricity to create the foundation for its Direct to Consumer business. “Amperity consolidated over 10 disparate data sources and feeds into an Amperity Customer 360 database, hosted on Amazon Web Services, to segment and deliver data to downstream channels,” said James Campbell-Harris, PMI Director of eCommerce at PMI.

Giving multiple teams across the organization access to a complete customer profile to better identify, know, and serve their customers, allows PMI to focus high cost discount campaigns to their highest-value customer segments vs. broadcast sends to their entire database. AWS adds cloud-scale and reliability for efficiency and results.

Amperity stitched together customer profiles so PMI has access to attributes previously unavailable for argeting purposes. By leveraging transactional data (e.g. customer lifetime value) and brand engagement data, PMI can target emails to high value audiences and drive significant increases to customer engagement and conversion. “We’ve seen an almost 75% increase in open rate compared to our previous averages. And we’ve seen an over 350% increase in our click-thru rate compared to our previous averages and 7X the sales conversion rate,” said Robert Dietrich, PMI Vice President Global eCommerce. This holistic view means PMI customers will continue to benefit from a company willing to invest in a modern tech stack that includes Amperity and AWS to optimize the customer experience every day.