When online purchases became the norm due to the pandemic, a global leader in kitchen and home appliances saw a new business opportunity. It planned to enhance the online buying experiences of its direct-to-consumer (D2C) sales channel. Additionally, the company sought an effective way to create personalized marketing engagements based on customer data.


The holiday season provided a perfect opportunity to launch these initiatives and take advantage of increased consumer spending. The new sales channel in combination with the greater focus on personalization would strengthen the organization’s relationships with customers and cement its reputation as a leader in its market.




After assessing the existing D2C site, Wipro’s digital marketing and eCommerce experts identified optimization opportunities for the storefront and the company’s email communications. A site redesign enabled a more customer-focused experience with product customizations (such as product bundling or including accessories) and personalized offers, ensuring consumers could more easily find and directly buy products suited to their needs.


To monitor and fine-tune the brand’s email engagements, a new metrics platform built on Adobe Analytics measured the effectiveness of the eCommerce site, marketing campaigns, and abandoned-carts notification. By monitoring metrics such as click-through and bounce rates, the company could track omnichannel content performance as well as how customers converted. Marketing teams could easily see which campaigns or landing pages were working and making adjustments to engagements that weren’t performing as expected. Armed with these insights, the brand released a series of holiday campaigns targeting specific customers.


Touchpoints were personalized across the entire consumer journey, allowing customers to see curated content upon arriving at the D2C site and receive customized offers and recommendations via targeted emails. Product customization and configuration capabilities increased customer engagements, and a continuous innovation approach helped the company make vital site improvements based on business KPIs such as lead generation and abandoned cart metrics.




The new D2C platform and marketing system enabled the company to expand its sales opportunities and stay in step with consumer preferences, increasing its resilience. Integrating the platform with targeted marketing campaigns enhanced the brand’s customer-engagement efforts, as evidenced by a 20% rise in promo-code utilization and an increase in cross-sales. With personalized notifications, the company achieved an 18% conversion rate among users with abandoned carts. More importantly, the new system delivered a 50% increase in seasonal sales and a 129% increase in average cart value. These personalized efforts created a foundation for building greater loyalty with customers and helped develop the company’s tech maturity to ensure it remains a leading brand.

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