Dymocks improves click rate by 3x, increases sales revenue from trigger campaigns by up to 32%, and enhances customer loyalty with Oracle.
Dymocks is an Australian bookseller with over 139 years of experience. It sells a wide range of books, stationery, and gifts to approximately 1 million Booklover members via its website and franchise stores across the country. Dymocks aims to inspire more Booklovers by setting the standard in bookselling and delivering the best customer experience through its range and well-read team.
Dymocks already implemented Responsys over the last decade but used it as an email platform only. With increased membership data and campaigns volume, Dymocks needed an advanced customer relationship management platform to optimize its Booklover reward program, improve customer loyalty, and boost sales.
By automating trigger campaigns with Oracle Marketing Cloud, we almost tripled the open rate and click rate for our Booklovers loyalty program and significantly increased sales revenue. The solution also helped us drive customer engagement and support cross-channel programs.
Head of Merchandise and Marketing, Dymocks
"We considered other vendors, but Oracle Marketing Cloud offered more competitive pricing than Salesforce. Oracle’s pay as you grow subscription model also gives us the flexibility to simply plug in the additional modules, such as Send Time Optimization and SMS, when we are ready."
—Sophie Higgins, Head of Merchandise and Marketing, Dymocks
Dymocks initially adopted Oracle Responsys for email marketing and added the Send Time Optimization module to support the Booklover loyalty program. The company then optimized the mobile marketing feature and gradually rolled out the Oracle Responsys SMS Cloud Service.
“The most valuable experience is investing in Oracle Responsys Expert Services Workshop and getting the most out of the solution. Having a local customer relationship is also really important, and the Oracle Customer Success Manager certainly gave us this,” Higgins said. “My advice is to treat Oracle Marketing Cloud as a journey. Get what you need first and explore how you can improve and expand the solution with the assistance from Oracle.”