Case Study: Large Enterprise eCommerce Company

1. CASE STUDY
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The Challenge
Our client, an enterprise class CPG and eCommerce company and
American institution for over 100 years, had made recent strides
to modernize and had already successfully implemented Gigya’s
Customer Identity Management solutions to help amass an online
audience spread across several brand websites. However, this
database paled in comparison with their physical mailing list, which
had grown for many decades to genuinely epic proportions.
It wasn’t that direct mail was a completely ineffective way to market.
The issue was that the company had no way to measure ROI on
their efforts. While postal records contain some valuable attributes
like name and location, the majority of customers on this massive
list interacted and purchased from the company in brick and mortar
stores, giving the company little insight into cause and effect for
marketing initiatives, outside of high-level sales reports. Also, with
no consistent way to verify the accuracy of customer addresses —
or indeed whether a customer was even alive, the business was
potentially wasting millions on materials and postage.
The Solution
So, as part of an ongoing digital transformation initiative, the company
decided to focus on finding a way to move as many of these static
records as possible into their digital domain. A call-to-action mailer
sent to postal subscribers enticed them to quickly and seamlessly
create online accounts on the brand’s website. The value proposition?
By registering, customers could “go paperless”, easily manage their
email preferences and billing and account information, and breeze
through checkout. Also, our client had a large number of “collectable”
fans in their base who, once registered, could view and purchase new
items the moment they became available, as well as join “collector’s
clubs” or a loyalty program with discounts, free ground shipping and
other attractive benefits for frequent buyers.
Large Enterprise eCommerce Company
SUCCESS HIGHLIGHTS
Increased user
acquisition by up to 30%
Reduced downtime
by up to 25%
Reduced IT infrastructure
costs by 24%
Saved 1 year in
development time
30%
1year

2. © 2016 Gigya, Inc. | 2513 Charleston Road #200, Mountain View, CA 94043 | T : (650) 353.7230 | www.gigya.com
Gigya, the Gigya logo, and Customer Identity Management Platform are either registered trademarks or trademarks of Gigya Incorporated in the United States and/or other countries. All other
trademarks are the property of their respective owners. Gigya does not own any end user data or maintain any other rights to this data, other than utilizing it to make Gigya’s services available
to our clients and their end users. Gigya acts as an agent or back-end vendor of its client’s website or mobile application, to which the end user of our client granted permissions (if applicable).
Gigya facilitates the collection, transfer and storage of end user data solely on behalf of its clients and at its clients’ direction. For more information, please see Gigya’s Privacy Policy, available at
http://www.gigya.com/privacy-policy/.
Gigya_Case_Study_Large_Enterprise_eCommerce_Company_201610
Gigya’s Registration-as-a-Service solution lets respondents to the
mailer quickly connect via seamless, transparent and secure registration
workflows. Customers can also log in using existing social credentials
via Social Login which, besides enabling practically instant, two-click
access to the site, also gives the company access to rich, first-party social
data, including likes, preferences and more, that can be combined with
on-site behavioral data to progressively build complete and accurate
user profiles. These profiles are managed securely within Gigya’s Profile
Management identity repository, which maintains compliance with all data
privacy laws and social network terms of service.
The Benefits
This process has given our client a new option to engage with new and
long-time customers in more direct, convenient and meaningful ways.
Registered online users have higher average order totals, are more
likely to spend time engaging with the brand and other users, and often
provide social referrals that drive new business. Gigya’s Single-Sign-On
(SSO) functionality means that cross-brand and cross-channel promotions
also become more effective, since users can log in just once to be
recognized across the company’s entire portfolio of brands.
The effort also affords the company the chance to assess and optimize
the effectiveness of their existing direct mail campaigns while helping to
verify the accuracy of their user base, uncovering new opportunities for
both cost savings and new growth.
As comprehensive as the strategic plan was, our initial implementation
actually had some impressive benefits for our client’s bottom line,
reducing IT infrastructure costs by 24%, reducing site downtime by as
much as 25%, and saving over a year in development time.
Looking Forward
Our client plans to further engage their online base by rolling out
programs driven by Gigya’s Gamification and Loyalty solutions to
incentivize users to return and take part in an online community that
continues to grow, connected by customers’ common interests. For
example, the company can offer challenges for social activities such as
sharing, commenting and more — boosting user engagement — while
also identifying pricing rewards that drive more sales.
With each successful step forward, Gigya is helping this venerable
business redefine their strategy for the age of the digital customer without
sacrificing any of their beloved brand character and reputation.
GIGYA HAS DONE A
GREAT JOB OF
BUILDING VALUE FOR
OUR BUSINESS”
Enterprise Architect &
Business Intelligence Director
PRODUCTS USED
Social Login
Registration-as-a-Service
(RaaS)
Identity Storage
Loyalty & Gamification