How Lyris HQ & Lyris Professional Services helped Kitbag, Europe’s leading online sports retailer to: 1) Increase ROI via automation of email marketing campaigns 2) Automate Trigger Program Visit http://lyris.co.uk/clients/customer-success-stories to see how over 5,000 organizations worldwide use our solutions to design, automate and optimize data-driven digital marketing programs.

1. About Kitbag
Kitbag is Europe’s leading online sports retailer, working with some of the world’s largest
sporting brands – including Manchester United, Real Madrid, and FC Barcelona – to drive
business through their ecommerce channels. Kitbag has worked with Lyris for a number of
years and during a period in which the retailer has expanded its own business to include
more teams and ecommerce sites, in more languages, from around the world.
Business Challenge
With a large number of teams and accounts to manage on a daily basis, Kitbag needed a
solution to automate as many of its email programs as possible, in order to reduce the need
for manual labor and increase return on investment (ROI) through the timely delivery of
targeted email campaigns.
The Solution
The Lyris Professional Services team worked closely with Kitbag to maximize ROI by
recommending email programs based on industry best practices, but which were also
tailored to Kitbag’s brand and business goals. With Lyris’ help, Kitbag has implemented a
series of automated programs for a number of its accounts, and for its own Kitbag.com
brand.
Kitbag.com Trigger Programs
Using its extensive knowledge of the retail industry, Lyris recommended a choice of trigger
programs for Kitbag.com. Kitbag then customized the messaging and offers for those
programs to make them as relevant as possible to its customers and influence conversions.
Finally, Lyris built and tested the campaigns, and continues to maintain them to ensure
they remain at peak performance.
Ease of Automation
Now that the campaign triggers have been set up, they simply run automatically, delivering
specific and relevant content to Kitbag.com subscribers based upon demographic details
like birth dates, or activities such as registering to receive email or abandoning something
in a shopping basket during the purchase process.
Kitbag Automated Email Campaigns
Improve Operational Efficiencies and
Increase Revenue by 45%
Location
Manchester, England
URL
www.kitbag.com
Industry
eCommerce
Products & Services
Lyris HQ
Lyris Professional Services
Results
Automated trigger programs generated
Customer Success Story
45%of total yearly
email revenue
51% of all trigger
program revenue
Abandoned Basket Program generated
29% of all trigger
program revenue
Birthday Program generated
The Lyris Professional Services team worked closely with Kitbag to maximize ROI by
recommending email programs based on industry best practices, but which were also tailored
to Kitbag’s brand and business goals. With Lyris’ help, Kitbag has implemented a series of
automated programs for a number of its accounts, and for its own Kitbag.com brand.

2. Customer Success Story
“The consultancy sessions we
have with Lyris are invaluable,
and ensure we set time aside
from our busy day-to-day
schedules to take a step back
and really think about what
programs we should invest
our time and resources in
to achieve the best possible
results. Once we jointly decide
on the best approach to take,
the Lyris team helps us deliver
the project as quickly and
efficiently as possible.”
- Jodie Gardner, Kitbag CRM Manager
The automated programs that have been implemented include:
• Welcome Program
• Abandon Basket Trigger
• Birthday Triggers
• Lifecycle Trigger – Registered not bought, 4 days
• Lifecycle Trigger – Registered not bought, 8 days
• Lifecycle Trigger – Thank you for Purchasing

3. www.lyris.com
Customer Success Story
The Results
Lyris and Kitbag performed an in-depth analysis for the Kitbag.com trigger programs in
late 2012. The results were very compelling.
Revenue generated from triggers:
• The Abandon Basket email was the clear frontrunner of all triggers, with 51% of all
trigger revenue coming from this stream.
• In second place was the Birthday trigger, accounting for 29% of revenue.
Revenue generated from triggers vs. overall revenue:
Perhaps the biggest surprise was the percentage of revenue generated from trigger
campaigns compared to regular “business as usual” (BAU) email programs. When
looking at revenue figures for the whole in 2012, automated trigger emails accounted
for 45% – nearly half of the total revenue generated.
Having brought in almost as much revenue as standard messages which are set up
manually, Kitbag recognized the excellent return on investment that can be achieved
from automated campaigns. As a result, the retailer is exploring additional programs
with the Lyris team that have the potential to drive similar or even greater levels of ROI.
51%
2%
7%
0%
Welcome program triggers
Abandon basket triggers
Lifecycle triggers-reg not
bought, 4 days (£5 off £50)
Lifecycle tiggers-reg not
bought, 8 days (£5 off £30)
Lifecycle tiggers-thanks for
purchase (£5 off £30)
Birthday tiggers (£5 off £30)
Trigger Breakdown
Ready to Get Started?
Lyris’ Integrated Digital Marketing solution
extends the value of email through cross-channel
integration that can significantly increase
revenue and conversions of all digital marketing
programs, generate higher customer loyalty, and
increase the lifetime value of customers.
Benefits
• Drive revenue through behavioral retargeting
• Deliver a consistent customer experience
across digital touchpoints
• Achieve visibility across the entire
customer lifecycle
Capabilities
• Proven email engine with tens of billions of
messages sent
• Easy content creation and management
• Deliverability and reputation management
• Email reporting and analytics
• Mobile optimization and creative designs
• Advanced segmentation
• Automated testing
• List management
• Cross-channel campaign planning and
optimization
• Behavioral remarketing
• Integrated Web plus email analytics
• Real-time campaign revenue and
conversion tracking
• Embedded social features
• Dynamic content
• Hosted landing pages
• Hierarchical subaccounts
Total Revenue Split
Standard Messages
Trigger Messages
55%45%
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AUGUST 2013 Copyright © 2013 Lyris, Inc. All rights reserved.
29%
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