Breville is an iconic global brand known for its extensive line of premium home appliances, particularly blenders and coffee machines. With a worldwide presence in over 70 countries, an innovative product portfolio, and talented food technologists on board, Breville stands at the forefront of small appliance innovation.
In pursuit of building new direct-to-consumer sales channels, Breville began its digital transformation journey. They chose commercetools as their MACH-compliant commerce platform. The dynamic expansion of the Breville brand, propelled by acquisitions of Sage by Heston Blumenthal, Solis, or Lelit, brought about the need for standardization of technology across all of Breville’s brands – and MACH-based solutions fit the bill.
Key challenges
- Running flexible promotions for multiple brands and business models – each requiring a specific approach and eligibility rules.
- Integration of promotion experiences with commercetools.
- Limited campaign configuration features provided by commercetools, including insufficient campaign reporting and discount effects.
With the dynamic growth of its DTC sales channels, Breville was looking for new ways to engage customers. As the marketing team was coming up with more complex use cases, for instance, adding a free month of beanz.com subscription with each coffee machine sold, soon the default campaign configuration options provided by commercetools were not enough for Breville’s needs.
And so, the team started looking for a MACH-compliant promotion engine that could quickly integrate with their commerce platform. Voucherify soon proved to be the winning solution thanks to the robust rules engine and metadata capabilities to support business- and brand-specific campaigns. Other features that Santhosh and his team found helpful included campaign reporting, dynamic customer segmentation, complete control over the promotion lifecycle, and a marketer-friendly dashboard.
“Voucherify offers a very high level of customer support. Whenever we hit a roadblock, we would get an immediate response from their team with solutions and guidance on how to improve and speed up the integration. This is not something I saw with other vendors I have worked with.”
It took several sprints for Breville’s team to finalize the integration between Voucherify and commercetools. The API Extensions functionality provided by commercetools simplified the integration and allowed Breville to call out to Voucherify API in crucial promotion lifecycle moments. Thanks to future-proofing the solution, now each of Breville’s brands can quickly implement Voucherify promotions in their commerce flows – making cross-brand promotions possible.
With the integration ready, Breville’s non-technical teams were free to create and manage campaigns through the UI without the need to bother the development team. To simplify promotion management, their team introduced campaign naming policies using the following:
- Code prefixes
- Campaign name
- Category
- Metadata
This way, campaigns were quickly split into different groups, which trigger predefined flows in commercetools.
Due to the scale of the organization, different promotions had to be implemented iteratively for particular brands. For instance, the Voucherify rules engine was a perfect fit for their coffee beans subscription service, beanz.com, where the marketing team could build bundling promotions and free product campaigns based on different customer and order contexts, such as 30% off for the next three subscription months.
Aiming for the omnichannel promotions experience, Breville uses multiple touchpoints and channels to inform customers about campaigns they are currently running:
- Email marketing campaigns.
- Social media campaigns and paid ads.
- Physical coupons for brick-and-mortar retailers.
- Dedicated landing pages for promo campaigns.
Besides purely digital campaigns, Breville also uses Voucherify for offline to online campaigns where voucher codes are printed and added to products sold through retailers. Upon unpacking, customers then find their promo codes which can be used on Breville’s ecommerce site.
“We are excited to introduce Voucherify to more of Breville’s brands and nurture customer loyalty and engagement through campaign personalization made possible by the rules engine.”
Thanks to integrating commercetools with Voucherify, Breville’s team can now run plenty of campaigns targeting different segments and products in both online and offline shopping contexts. Breville’s team is planning to use the full power of the Voucherify rules engine by personalizing campaigns with customer purchase history, cart content, product information, and budget provided by their Customer Data Platform. Moreover, Breville’s team is excited to run more automatic upselling discounts soon to increase AOVs.
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