StrongView: Privalia Case Study

Business Challenge

Not only does Privalia rely on email to maintain regular communication with more than 15 million members worldwide, email also plays a critical role in driving participation in its daily sales events. Given the limited inventory and timeframes of its flash sale business model, Privalia’s sales event emails need to arrive in a short window before each sale.

Any delay past the start of an event could cause customer services issues from members who miss out on popular, limited-inventory items. However, as the company continued to grow its membership, it was becoming increasingly difficult to ensure delivery during optimal delivery windows.

Privalia’s original in-house email marketing system was slow and inflexible and provided minimal statistical reporting. As a result, Privalia quickly found itself in a situation where, in order to hit a 7 a.m. delivery window, they needed to begin mailing at 1 a.m. To further complicate issues, once the mailing was complete, they had very limited insight into campaign performance. They also lacked the ability to use dynamic content to target customers based on prior purchases and behaviors.

Vendor of Choice: StrongView

Privalia knew it needed to take its email marketing to the next level and began to research top-tier enterprise providers with the capacity to handle the scale and requirements of more sophisticated email campaigns. They were quickly drawn to StrongView’s hosted and on-premise solutions for enterprise email marketing, which demonstrated a primary emphasis on enhancing productivity and bottom-line performance. By providing a range of solutions that optimizes customer engagement, it was clear that StrongView would enable Privalia to reach specific audiences with the right information at the right point in the sales cycle.

«Email is critical to our business, and StrongView provides unlimited capacity, useful reports and exceptional, localized customer support,» said Alberto Perez, CRM & Email Marketing Manager at Privalia. «Since we switched, our volumes have increased 300% to more than 5 billion emails annually. We continue to grow, and without a tool like StrongView, we simply could not do what we do.»

High Performance and Deeper Insights

Privalia had demanding requirements for its new email marketing solution. It was looking for a partner that had deep domain expertise, a modular approach to managing marketing capabilities delivered in a hosted model and the capability to integrate operations across four countries into a single tool with deep reporting capabilities. In every instance, StrongView mapped to these requirements precisely.

With StrongView, Privalia is now able to get its email delivery alerts delivered 4X faster in a much shorter delivery window before the start of each sale, resulting in increased relevancy and engagement.

StrongView’s StrongDelivery Tools solution also enables Privalia to be proactive about deliverability, including the ability to actively monitor inbox placement, device usage and blacklist monitoring. Privalia can now view how messages will render in various mobile, desktop and webmail environments – before they hit send – which enables them to optimize messages for increased engagement. Privalia also relies on StrongView’s deliverability experts to help with any problems and resolve issues with ISPs.

An Ideal Partner for the Long-term

Since they are now able to communicate with their customers in a much shorter period of time with deeper insight into engagement, email has become an even more valuable asset that is used more frequently. Since switching to StrongView, Privalia has been able to expand their daily flash communications to include more segmented mailings, which have resulted in higher open and click through rates.

With the success of Privalia’s partnership with StrongView, they have continued to deepen the relationship in both technology and services to accommodate new goals and continued growth.

«We expanded our infrastructure dedicated to StrongView in order to meet the growing needs of Privalia’s Business Division,» said Jordi Llorens, IT Coordinator at Privalia.

«Since then, we have achieved excellent results in sending, and at a higher sending speed than ever. StrongView is one of the most stable and robust solutions we are using at Privalia.»