Coopershoes reaches audiences more effectively with Oracle Cloud
The footwear manufacturer creates customized email marketing campaigns and increases conversion rates with Oracle Responsys Campaign Management.
“We chose Oracle Responsys because it is the best for creating, customizing, and scheduling email marketing campaigns, as well as defining audiences. Another crucial point is the support, since it’s quite simple to open and prioritize a ticket, in addition to everything being done in Portuguese.”
Business challenges
Founded in 1998, Coopershoes is one of the largest footwear manufacturers in Latin America. It produces vulcanized and cemented shoes for successful brands around the world. In 2021, when Coopershoes obtained the marketing license for the Nike-owned shoe brand Converse, the company expanded its historically B2B operations to the end consumer, controlling the online sales of Converse shoes in Brazil.
With this change, the company had to adjust its sales strategy and adopt new methodologies to ensure the best experience and service for customers. However, its email marketing solution had a low delivery capacity and generated a disappointing conversion rate. The existing system also had a rigid structure for communication rules and email layouts, which resulted in little engagement from customers who received those emails and promotions.
Coopershoes also faced challenges regarding the high cost of acquiring new customers while overlooking the relationship with its existing customer base. The company knew it needed to replace its existing technology and deploy an integrated digital marketing solution to increase engagement and conversion rates for campaigns.
Oracle Responsys Campaign Management allows Coopershoes to easily create and customize campaigns.
Why Coopershoes chose Oracle
After seeking quotes from three providers, Coopershoes selected Oracle Responsys Campaign Management because of its usability and its intuitive capabilities. The platform would allow Coopershoes to easily create and customize campaigns. The company could create layouts from scratch or from prebuilt templates, with the added option of adjusting the layout to improve the user experience. In addition, Oracle Responsys Campaign Management would make it possible to verify in near real time who is being impacted by the communication rulers, allowing for immediate route changes when necessary.
Oracle Responsys was also unique in its ability to reach different audiences by including or excluding targets according to their profile and specifics of the campaign. Also, support was a crucial point, because Oracle’s platform makes it simple to contact the support team and open and prioritize a ticket in Portuguese.
Coopershoes saw a significant increase in the opened email rate, which climbed from less than 1% to 12% in the first month with Oracle Responsys.
Results
Coopershoes implemented Oracle Responsys in September 2022. Since then, it’s become a useful tool in understanding user behavior and allowing teams to create and approve campaigns faster and more efficiently.
The rate of opened email increased significantly, from less than 1% to 12% in the first month. In addition, the unsubscribe and churn rates decreased from 4% to 0.18%. This was a clear indicator that the company’s communications were more relevant and brought more engagement.
In addition, the conversion rate went up by 20%, showing that campaigns were generating better results in terms of sales. This was largely due to the company’s clustering strategy, which let Coopershoes send the right message to the right group of people. Meanwhile, A/B testing helped the company quickly identify the most assertive campaign, understand what worked best, and focus on the right communication. This was an important strategy for Coopershoes because the company has a segmented range of products.
Oracle Responsys also helped Coopershoes reduce paid media costs by 20% in certain periods, allowing the company to use the savings in other revenue-generating strategies.
Finally, data visualization helped Coopershoes handle merchandising and buying, ensuring the availability of ecommerce products at the appropriate time by basing inventory purchases on global sales, access, and lead conversion numbers. Everything was strategically planned and backed by underlying data obtained by Oracle Responsys, part of the Oracle Advertising and Customer Experience suite of applications.
Partners
Oracle Campaign Management at Coopershoes was implemented within four months by partner Compass UOL, which is also the support partner for the company's ecommerce business. The implementation was completed on time and relies on continuous after-sales support from both Compass UOL and Oracle.
About the customer
Coopershoes produces vulcanized and cemented shoes for successful brands throughout Brazil. It also has a license to sell the iconic Converse shoe brand in the country.