Background :
Tag Heuer, a world-renowned player in luxury watchmaking, is famous for its commitment to innovation and superior product quality. As a leader in its field, Tag Heuer is constantly seeking new ways to enhance the customer experience and remain at the forefront of technology and design.
The Challenge:
Tag Heuer recently undertook a major graphic redesign of its e-commerce site to better reflect its high-end brand image and commitment to excellence. This visual upgrade, however, revealed a mismatch with their existing transactional emails, which had become visually outdated and technically obsolete. The templates were no longer in phase with the site's new aesthetic, lacking responsiveness and immersion, which compromised the user experience and the coherence of the brand's communication.
Issues :
It was crucial to completely overhaul the transactional emails so that they were not only visually aligned with the new site design, but also enriched with modern features that optimize customer engagement and loyalty. Email was to become a more powerful strategic tool in the customer journey, capable of actively supporting the brand's sales and marketing objectives.
The project got off to a particularly stimulating start. The brand uses SFMC (Salesforce Marketing Cloud) to manage its customer relationships, while their e-commerce site relies on SFCC (Salesforce Commerce Cloud). The old transactional email templates were no longer up to scratch, so we decided to start from scratch and create something totally fresh and innovative.
The planned new email designs are modern and immersive, a real challenge given the limitations of SFMC’s Content Builder.
In addition, to meet the varied needs of their international clientele, these emails must be responsive, Dark Mode-friendly, multilingual, and multi-currency, with adaptations for specific local requirements such as support for right-to-left writing for Arabic languages, or distinction between British and American English, not forgetting traditional or simplified Chinese according to user preferences.
Complete overhaul of transactional emails:
Develop over 40 new transactional emails, each designed to integrate seamlessly with Salesforce Marketing Cloud's Journey Builder. These emails should not only reflect the new brand image, but also be equipped with modern features to improve customer engagement.
Responsiveness and adaptation to Dark Mode:
Ensure that all emails are fully responsive, offering an optimal user experience on all devices and adapted to Dark Mode, a feature increasingly used by modern consumers.
Multilingual and multicurrency support :
Adapting emails to effectively serve Tag Heuer's international clientele, managing communication in 11 different languages and taking into account local peculiarities, including currency and language variations, to ensure a consistent and personalized message for each market.
Tight delivery times :
Complete the design, development and integration of all emails under extremely tight deadlines, given that the e-commerce site is already online and new communications need to be launched without delay.
Continuous improvement :
After the initial launch, continue to work with Tag Heuer to integrate new emails and evolve existing ones, adapting to user feedback and market developments to constantly refine campaign effectiveness.
Advanced HTML integration
Rather than limit ourselves to the basic capabilities of Salesforce Marketing Cloud's Content Builder, we opted for a custom HTML integration. This gave us the flexibility to design emails that not only met Tag Heuer's aesthetic requirements but were also optimized for superior performance on all devices, including challenging ones such as Outlook.
Using AMP Script :
To manage hyper-personalization and multilingual needs, we implemented AMP Script. This programming language enabled us to add dynamic logic to each email, adapting content to specific customer behaviors and preferences, and facilitating highly targeted customer interactions.
Data Model
We also worked hand-in-hand with Tag Heuer's IT teams to develop a bespoke Data Model that optimizes the exchange of information between SFCC (Salesforce Commerce Cloud) and the Data Extensions in MC, ensuring that every email is perfectly targeted and contextually relevant.
Staging and Production Environment :
We have set up separate environments for staging and production, enabling rigorous End-to-End (E2E) testing on all customer paths during the build phase.
Testing and Versioning :
A customized versioning strategy for HTML files has been developed. This feature, which is not native to Marketing Cloud, enabled us to test new versions of HTML without compromising the active production environment. This preventive measure was essential to ensure that every deployment went off without a hitch.
Multidevice testing :
To ensure that each email rendered impeccably on all types of device, we carried out exhaustive tests on over 100 different devices and operating systems (iPhones, Samsungs, iPads, and various configurations of Outlook, Windows and macOS) guaranteeing visual and functional consistency across the various platforms used by Tag Heuer customers.
Successful delivery:
Over 40 transactional emails have been designed, developed and integrated into the Salesforce Marketing Cloud customer journey, all adapted to over 11 different languages and markets. This diversity has ensured personalized and effective communication on a global scale.
Improved Customer Engagement :
Thanks to hyper-personalization and advanced responsiveness features, emails have boosted customer engagement. Strategic notifications such as Back In Stock emails and abandoned cart reminders have led to a significant increase in conversions.
Increase in sales :
Since implementing the new emails, Tag Heuer has seen an increase of over 200% in annual sales to date. This underlines the effectiveness of transactional emails in stimulating repeat sales and improving customer loyalty.
Continuous collaboration :
The relationship between Tag Heuer and KNR has not stopped with this project; we continue to support the integration of new emails and the improvement of existing ones, ensuring the constant evolution of Tag Heuer's communications strategy in line with market needs and customer feedback.
Our agency provided in-depth technical expertise and a nuanced understanding of Tag Heuer’s specific needs. Thanks to our advanced mastery of Salesforce technologies and our ability to develop customized solutions, we have succeeded in transforming complex challenges into fluid, engaging user experiences.
Our proactive collaboration with Tag Heuer’s IT teams and our flexible approach to programming and design made us the ideal partner to successfully meet this challenge.
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