To achieve their growth ambition of EUR 100m in sales in 2022, Signify shifted Philip Hue’s growth strategy toward a direct-to-consumer model, putting the online customer experience in focus, and setting about to transform their digital landscape.
The journey to experience-driven commerce was a long way from their existing siloed process and would involve a true digital transformation across the entire business.
The existing Philips Hue platform however wasn’t offering the personalised experience Signify wanted to deliver, there was a lot of data, but it wasn’t readily accessible. Moreover, their marketing teams couldn’t use the existing data to coordinate campaigns across channels like email, web and paid media.
To support their new direct-to-consumer growth strategy, there were four main challenges to overcome;
Together we chose the Adobe Experience Platform to create Hue 3.0 and build out a full stack ‘Experience Personalisation Engine’.
We created the backend services to collect customers data into a single unified profile and initiated organisational transformation to accelerate the platform’s value using blended agile marketing squads hyper focused on the customer.
Each squad was given a phase in the customer’s journey and could now rapidly build and test; campaigns, personalised journeys, custom landing pages, and automate trigger campaigns.
Finally, we deployed Adobe’s measurement capabilities, giving Signify near real-time access to journey and campaign data.
Philips Hue now have a connected, omnichannel customer journey that drives growth and value at every stage.
With over 200 people, across 12 countries, and during a national pandemic, Signify and Merkle deployed the Adobe platform across all of Hue’s markets in under five months.
For the first time the marketing squads gained a unified perspective of the customer’s journeys and Signify became a true direct-to-consumer retailer. The marketing squads can now build and test new campaigns every two weeks and have already dropped cross market deployment times from months to days.
And the improved customer experience speaks for itself. With greater speed, reach, simplicity and relevance, content performance has improved by 25%, site load times by 70%, and conversion by 30%.
Looking ahead, the improved customer experience is well on its way to realising its targets and delivering 100% year-on-year growth.