The Warehouse Group

Personalization Thought Leadership Award Winner

Guided by the principle “Here for Good,” The Warehouse Group is committed to improving the lives of all New Zealanders through sustainable retail products and practices. The company operates over 218 stores, with a strong online presence, offering a wide range of everyday products from tech essentials to home goods. Through personalization, The Warehouse Group continues to advance its mission of being New Zealand’s most convenient and customer-first retailer – all while fostering collective innovation within the larger CX community.

READ THE SUCCESS STORY

Visit site →

Bancolombia KENZO

The Warehouse Group has harnessed the power of personalization to navigate the challenges of New Zealand’s post-COVID-19 retail landscape. Despite economic headwinds and increased competition, the company has optimized its marketing technology to achieve more with fewer resources. Using Dynamic Yield’s user-friendly interface and wide range of Apps from the ExperienceOS suite, The Warehouse Group has efficiently scaled content across channels, saving valuable time and resources. This approach has also allowed for better product visibility and alignment with key performance indicators. Dynamic Yield has been crucial in improving onsite conversion rates, particularly during key sales periods like Black Friday and the Christmas ‘Daily Deals’ campaign.

How The Warehouse Group Does It

The Warehouse Group has optimized its tech stack to streamline workflows, save time, and enhance the digital experience, all while bringing excitement back to online shopping for its customers. Innovation remains a priority, as the team explores VisualML and plans to scale API integrations across more brands and channels. By continuously pushing the boundaries of personalization technology, The Warehouse Group demonstrates a forward-thinking approach to maximizing the potential of its entire tech ecosystem.

What it looks like

Loyalty Opt-Ins

Homepage Features

Personalized Emails at Scale

Loyalty Members Opt-In Campaign

The Warehouse Group successfully operationalized its Customer Data Platform (CDP) in a recent opt-in campaign targeting loyalty club members. By using the CDP to identify unsubscribed members and present them with a targeted offer via Dynamic Yield popups, the campaign achieved a 41% opt-in rate and a high click-through rate of 3.3%. Customers who opted in immediately received a $5 off $30 discount in their loyalty wallet. With a 13.5% redemption rate, The Warehouse Group not only achieved their highest redemption rate to date but also successfully boosted conversions.

Homepage Feature Grid

To address increased promotional activity requests and resource constraints during peak trading periods, The Warehouse Group developed a customized feature grid template on its homepage. This hero component displays nine images, with the capacity for up to twenty, dynamically showcasing product images based on popularity. The grid not only improves the customer experience by ensuring consistency between the content displayed on the website homepage and marketing emails, but it also provides significant time-saving automation. The template allows for quick updates and automates content synchronization. In the end, The Warehouse Group has saved nearly 7 hours of creative resources weekly by eliminating manual CMS updates and individual EDM asset creation.

Scalable Email Campaign

To tackle email overload, The Warehouse Group used a single email template to send personalized content and recommendations across its three brands: The Warehouse, Warehouse Stationery, and Noel Leeming. This approach allowed the team to feature top, new, or relevant products based on previous customer purchases, significantly enhancing engagement. The efforts led to a 14% increase in click rates, saved 28 hours per week in operational costs, and 40+ personalized modules deployed with a single send, demonstrating The Warehouse Group's commitment to personalization and efficiency.

Expand image

What’s next?

With six years of experience in personalization through Dynamic Yield, and an advanced team dedicated to continuous improvement and innovation, The Warehouse Group has earned this prestigious award for the third time. Looking ahead, The Warehouse Group aims to scale API integration, enhance site performance, and create more omnichannel-focused customer journeys, consistently realizing the company’s vision of sustainable, customer-first retail.

The team behind the experiences

Ella MampustiConversion Optimization Manager

Ella is a Conversion Optimization Manager who has been with The Warehouse Group for five years. She specializes in personalization projects across the company. Before joining The Warehouse Group, Ella worked as a software developer on various projects, including programmatic media, mobile applications, and embedded automotive systems. She is known for creating and implementing innovative use cases throughout the site to enhance customer experiences. One of her notable achievements includes leading the rollout of homepage personalization to other Group brands like Noel Leeming and Warehouse Stationery.

Alyssa KerrAutomation & CLM Specialist

Alyssa has been a Digital Specialist at The Warehouse Group for two years, focusing on CLM, email marketing, and automation across all sub-brands. She is passionate about creating personalized content that aligns with customer preferences and needs. Alyssa has significantly enhanced customer experiences by tailoring content and offers to individual preferences, ensuring every interaction is relevant and impactful. She is committed to leveraging data and insights to continuously refine strategies, driving meaningful engagement and delivering exceptional results.

Cam KeatsHead of Omni Trade

Cameron has been with The Warehouse Group for the past six years, starting his journey in eCommerce before moving into roles within customer strategy, customer engagement, and most recently, Loyalty & Personalization. During his tenure, he significantly expanded the company’s loyalty program membership from 65,000 to over 1 million within a year, enhancing customer insights and enabling more personalized activities. Prior to joining The Warehouse Group, Cameron worked in London at John Lewis, where he drove omnichannel sales across both in-store and online platforms.

Kezia GrayOmni Strategy and Experience Lead

Kezia has been with The Warehouse Group for 10 years, contributing to various digital roles across the organization. Most recently, she has taken on the role of Omni Strategy and Experience Lead, where she is driving the integration of seamless customer experiences across all channels. Before this, she served as the Digital Specialist Chapter Lead, where she coached a team of 12 digital specialists, focusing on enhancing their skills in personalization, innovation, and optimization. Kezia has been instrumental in championing the advancement of personalization within the company, leading to the formation of a team dedicated to Personalization and Automation.

Holly WinchesterCustomer Marketing Manager

Holly is a strategic marketer passionate about personalization. Having recently joined The Warehouse Group from a customer experience agency where she was responsible for two well-known New Zealand brands, Holly enjoys crafting tailored customer journeys and communication strategies that drive exceptional results. By connecting customer insights and addressing specific pain points, Holly helps deliver highly personalized solutions that enhance customer engagement and improve the customer experience.

Dan BradyWSL eCommerce Manager

From the shop floor to the web store, Dan’s 10 years at The Warehouse Group began in brick-and-mortar retail. After a stint in the buying team, he transitioned to digital in 2020, gaining experience across all three major brands. Dan now manages the retail operations of Warehouse Stationery's website, driving sales and optimizing the omnichannel customer journey. If you find yourself chuckling at some clever wordplay on the website, it’s likely Dan’s handiwork.

The Warehouse Group

Personalization Thought Leadership Award Winner

How The Warehouse Group Does It