Case Study #1 Abandoned Cart Implementation for Luxury

Industry: Luxury Ecommerce Brand
Services: Lifecycle Architecture, Copy & Creative Execution, Signal Diagnostic
Tools Used: Emarsys, Lexer

The Challenge

A luxury retail brand approached us to optimise their Abandoned Cart experience. Their previous automations were functional—but failed to reflect the sophistication of the brand or drive meaningful revenue uplift.

The flows were live but underperforming. Engagement metrics were flat. Conversions were lagging.

They didn’t need more reminders.
They needed a more intelligent, culturally attuned approach.

Our Approach

We began with our Signal Diagnostic an end-to-end audit combining behavioural data, creative review, and luxury market benchmarks.

We discovered:

The Abandoned Cart messaging was too transactional and lacked emotional resonance.
No segmentation between early cart abandoners and high-intent checkout abandoners.
Subject lines and creative did not match the tone of the brand’s site or editorial channels.
Follow-up timing was not optimised for luxury purchasing behaviour.

From these insights, we architected a fresh Abandoned Cart programme across Emarsys:

Abandoned Checkout: Targeting high-intent customers with refined messaging and elegant creative that balanced urgency and brand storytelling.
Abandoned Cart: Tailored content for earlier-stage prospects, including editorial-style product recommendations to re-inspire consideration.
Segmentation: Dynamic splits by abandonment stage and purchase propensity.
Testing Plan: Iterative experiments with subject lines, send cadence, and creative treatments.

Results

76% open rate on Abandoned Cart emails, with a 14% click-through rate and 3% conversion rate—a 1,300% uplift in conversion compared to baseline.
69% open rate on Abandoned Checkout emails, with an 11.8% click-through rate and 3.2% conversion rate—a 1,050% uplift in conversion.
Generated $227k incremental revenue during peak trading, driving an average $30 increase in spend per client.
Abandoned Cart automation now accounts for ~8% of total CRM-attributed sales.
Achieved exceptionally low unsubscribe rates (0–0.3%), validating the approach’s relevance and resonance.