Roman Originals gains 6x ROI within six months of deployment

By better understanding of customer journeys and ensuring the integrity of customer data

Challenge:

Roman Originals had a perception of its store customer base, but people buying online were younger, stay at home mums in their 40s rather than the 50+ age bracket buying in store. The brand was using simple platforms including Google Analytics to understand customer behaviour but information such as customer lifecycle was not being captured.

There was a business requirement to back up perceptions with real data, to better understand customer journeys and ensure the integrity of the customer data being used.

The company investigated Tealium AudienceStream initially for tag management before realising how the product could “revolutionise the company,” according to Ian Johnson, head of eCommerce, Roman Originals.

Solution:

The company investigated Tealium AudienceStream initially for tag management before realising how the product could “revolutionise the company,” according to Ian Johnson, head of eCommerce, Roman Originals. Contracts were signed in September 2019 and, by December, Tealium had been integrated onto the Roman Originals site.  The brand worked closely with Tealium throughout the implementation process and followed the company’s basic, best practice guidelines. AudienceStream was chosen over other CDPs due to:

• Its ability to connect with other business solutions including Roman Originals’ bespoke Remarkable.net eCommerce platform;

• Its capability to make data readable by consolidating different endpoints into one platform outputting data and audiences in easy-to-read formats;

• Clean, easy to launch tags with intuitive setup out-of-the-box;

• Ability to cleanse data. AudienceStream improved the integrity of Roman Originals’ data by 35%.

• Better informed media decisions. Facebook is one of the core drivers for the brand.

• Ease of launching new partners, including Affiliate Window, Criteo and Emarsys, easily.

The main metric proving the success of the implementation is conversion. Within the first six months Roman Originals was achieving “6x what we were spending on Tealium,” says Johnson.

Results:

The main metric proving the success of the implementation is conversion. Within the first six months Roman Originals was achieving “6x what we were spending on Tealium,” says Johnson.

One year on, Roman Originals is using the full capabilities of AudienceStream, acquisition channels are working successfully and ensure that the brand attributes money to the right area.

By knowing the data that is going into each tag, Roman Originals has been using AudienceStream to apply labels and filters to each element and build up a picture of customer acquisition, how each new customer is acquired, their journey and which endpoint led to a purchase. “Once you have the data in front of you, you can start to take holistic views of what a typical customer journey looks like based on individual start points and endpoints,” explains Johnson.

Roman Originals has built out a number of customer journeys and knows to a certain degree what a customer is likely to do if they come in through individual endpoints and what the business needs to do from there to drive the sale. “Everything has to increase revenue,” he says and “that endpoint conversion and subsequent second, third, fourth and fifth conversion is what Tealium enables us to know and where to place all of our efforts. “One of the biggest myths in eCommerce is that you spend 90% of your time driving 10% of your revenue. For us, Tealium reverses that, and makes everything a lot easier.”

Roman Originals has been on a trajectory of 25% – 50% year-on-year growth every year and “Tealium is one of the cornerstones of ensuring that that doesn’t slow down.”

Resource Type: Case Study
Topic: Customer Data Platforms, First-Party Data, Governance, Personalization, Retail, Tag Management
Product: AudienceStream Customer Data Platform, TiQ Tag Management
Vertical: Retail
Business Issue: Single View of the Customer (Personalization/Experience)