Case Study

Palm Beach Tan

A unified and streamlined UX allows for time-saving journey mapping and campaign creation

80 %
Decrease in Unsubscribe Rates
65 %
Increase in Average Spend among Engaged Users
Partner
Archer Malmo
Industry
Retail
Geography
United States

Palm Beach Tan, the nation’s largest indoor tanning provider, is now operating more than 550 franchised and company-owned locations in 38 states. Palm Beach Tan has more than doubled its footprint in the last five years through acquisitions, new construction and franchise growth.

The Challenge

The legacy, enterprise-level email service provider (ESP) employed on behalf of the brand was plagued by platform and support issues. On behalf of Palm Beach Tan (PBT), Archer Malmo sought a new partner
to provide a seamless user experience, excellent support, and a solid deliverability record. We also needed to restructure the brand’s data model to better reflect how it communicated with customers, while adapting to changes with internal CRM and POS systems.

So PBT enlisted Selligent Marketing Cloud to:  

Improve customer journeys
Make customer communications more immediate by incorporating transactional APIs into journeys
Restructure data
Use Selligent’s data model to get better insight to target and segment customers relevant to their interest and loyalty level
Help internal team
Improve support and maintenance by migrating from another enterprise ESP vendor

Selligent Marketing Cloud helped us better communicate with customers in the PBT loyalty rewards program. Setting up journeys, data models and templates were simple and straightforward, allowing us to focus more on strategy and design improvements.

Gökben Yamandağ

Chief Digital Officer, Archer Malmo

Customer Journeys:
The Path To Success

Due to varied operational and technical requirements, Palm Beach Tan needed a robust ESP that could support not only their automated email marketing program, but also an array of technical integrations. The platform needed to directly integrate with palmbeachtan.com to deliver coupons and customized SMS messages in real time, and to tie in directly with Palm Beach Tan’s online web portal, My PBT, as well as other technologies and third parties. Due to these capabilities, Selligent Marketing Cloud was chosen as the brand’s new email platform.

To complete the transition from PBT’s legacy ESP, Archer Malmo and Selligent worked together full time on this complex migration, focused on the following areas:

DATA MODELING & SEGMENTATION Using Selligent’s robust data modeling tool and program, PBT was able to clean up and better segment their data for customized messages.

API INTEGRATIONS Implemented direct email deployments via the API to trigger emails in real time.

JOURNEY IMPLEMENTATION Implemented over 50 automated email journeys based on consumer behavior to Selligent.

TEAM WORKSHOPS Worked for several day sessions with the Selligent team to ensure success during migration.

Archer Malmo

Partner Profile

With offices in Memphis, Tennessee, and Austin, Texas, Archer Malmo is an agency that goes beyond conventional thinking to drive real business results for our clients by challenging ourselves to Be Greater Than. Since 1952, we’ve continually evolved to changes in the industry, helping level the competitive playing field for our clients. The agency’s combination of discipline specialists, strategic orientation, creativity, and culture yields strong client relationships and business results. With more than 150 people, Archer Malmo is one of the oldest independent agencies in the U.S. and has been recognized by Advertising Age and others as a “Best Place to Work” and has been named to the “Inc. 5000” list of fastest-growing private companies in America multiple times. More info on www.archermalmo.com.

Results

Selligent’s stellar customer support was much faster and far more responsive than the legacy platform. As a result of Palm Beach Tan’s collaboration with Selligent and Archer Malmo, the company saw impressive results, including:

What can you do with Selligent Marketing Cloud?