AO targets customer engagement

Online electricals retailer AO.com has teamed with a new software partner to help personalise its customer experience

The single Emarsys platform has consolidated AO’s customer data into one system, providing actionable customer insights to the marketing team.

Based on those insights, AO is now targeting customers more effectively through one-to-one personalised digital marketing campaigns based on customers’ desires and behaviour.

Prior to working with Emarsys, AO had expanded into Europe and didn’t want its customer data system to be regionally siloed. So it selected Emarsys because of its single platform approach to unifying customer data, and its approach to providing customer insights.

Jodie Gardner, head of CRM for AO, said: “Migrating to the Emarsys platform is a huge win in terms of guaranteeing high-quality, personalised customer engagement. The introduction of the platform has changed the way teams work together across the business.”