Case Study: How M&S grew revenue by £6.5M with real-time personalization on mParticle
Key results
The challenge
Marks & Spencer's marketing data stack was rich in customer data but collected it through disparate processes across tools, producing fragmented insights. This prevented a cohesive view of the customer journey and limited the retailer's ability to personalize experiences effectively.
The solution
M&S implemented mParticle as its customer data platform, giving teams real-time access to unified data and the ability to run cross-channel tests more easily. In one program, the Free Basket Award campaign, Sparks loyalty transaction data is collected into mParticle at the point of sale in real time, unified to each customer's profile, and synced to M&S's CRM to power personalized emails.
The results, in context
The real-time personalization program is credited with £6.5M in incremental yearly revenue. mParticle is reported to be responsible for driving 17% of the incremental CRM revenue generated per year.