Kurt Geiger initially incorporated Wunderkind on their flagship UK website, achieving impressive results. However, when attempting to extend to other websites in their portfolio, they opted to develop an in-house solution inspired by Wunderkind's tactics. The in-house solution ultimately fell short, and upon integrating Wunderkind into the additional websites, conversions increased by 151%, and marketing opt-ins doubled to over 10,000 per week.
Challenge:
Kurt Geiger achieved success by implementing Wunderkind on its flagship UK website. However, when seeking to enhance performance marketing across its various brands and regions, the decision was made to construct a solution mirroring Wunderkind's tactics. The goal was to improve messaging for abandoned carts and category browsing, as well as boost opt-ins from unknown traffic.
Solution:
Leveraging top-tier engineering talent, Kurt Geiger invested in development costs over several months to create and deploy an in-house solution. With Wunderkind already on their flagship site, they aimed to replicate triggers, cadences, and creative strategies. Although aware of the limitations in data breadth and scale compared to Wunderkind, the team was confident in achieving a comparable solution.
Results:
While their in-house solution outperformed out-of-the-box abandoned cart and browse solutions from ESPs and CRMs, it fell short of the results achieved by Wunderkind on the flagship site. Implementing Wunderkind across additional sites resulted in a 151% increase in conversions compared to their own solution, along with a doubling of weekly opt-ins to over 10,000. Additionally, the quality of consumer data collected saw a significant improvement. The consensus was that Wunderkind's comprehensive offering, including data, AI engine, identity graph, and expertise, surpassed expectations and represented the optimal long-term solution.
Key Differentiators:
The pivotal factors attributing to Wunderkind's success were its robust data infrastructure, AI engine, and identity graph. Built on 13 years of historical data and industry best practices, Wunderkind's identity solution played a critical role in recognizing unknown traffic. The platform's intelligence empowered Kurt Geiger to craft optimized offers, resulting in a substantial revenue lift from triggered emails and enhanced opt-in strategies.
“What surprised me is how fast they beat our ROI model,” said Gareth Rees-John, Chief Digital Officer at Kurt Geiger. “So rapidly, it was evident that Wunderkind's campaigns were delivering far in excess of the revenues that we had delivered on our own solution. Their ROI model pays for itself, but the additional efficiency and value they deliver on top of guaranteed revenue makes my marketing go much further.”
Future Outlook:
“After nearly a decade, traditional retargeting tactics are going away and identity solutions are becoming the foundation of the future,” said Tim Glomb, VP of Digital, Content, and AI at Wunderkind. “No brands should be building tools and they probably don't even need SaaS as much as they think. They need partners who provide specific outcomes like guaranteed revenue and a lift in first-party data acquisition over logins to tools.”