Loxam Group Case Study

88% of customers placed an order thanks to personalised campaigns from Marketing Cloud

Loxam is a heavy machinery rental company offering clients anything from boom lifts and cherry pickers to practically any other way you can think of going up — “we sell height!”.

The challenge

Although the business had benefitted from long-term partnerships with large customers, the commercial team wanted to address the possible risk from just a few big clients – it was time to tighten up the relationships with SMBs. They came to Simpala for strategic advice and technology implementation that would help strengthen these relationships and drive new revenue.

Objectives

We worked together with Tim Ward and Victoria Evans in the data insights and marketing departments at Loxam on two priority objectives: 

  • Engage tier 4 customers (the smallest) with tailored messaging to drive repeat business
  • Find or create the next Tier 1 or 2 customer

Our solution

The first essential change in their tech stack was to replace Salesforce Account Engagement with Marketing Cloud Engagement. Although typically used in the B2C space, Marketing Cloud offers customers the ability to create more nuanced and varied journeys through emails and SMS. As Loxam is hiring out the equipment which involves specific details about locations, timings and the rental period, we felt that this solution was perfect – mimicking that of delivery updates you’d receive from parcel couriers.

While implementing this solution, we designed a new customer onboarding journey, giving customers timely updates and touchpoints that would improve the service they receive, including extending the rental period via a simple SMS. Personalised emails offer various tier 4 customers from over the years new deals and information on hire extensions and new hire sales.

Results

Relevant, timely and proactive communications with customers never fail to engage and the results speak for themselves. An outstanding 88% of customers who received an automated follow-up email placed an order. In just the first 3 months over 100 customers were reactivated via emails from Marketing Cloud generating more than £80k in revenue.

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