Case Study: Vodafone Ireland achieves boosted app engagement and customer loyalty with Adobe Marketing Cloud

Mobile service provider creates personalized app experiences to build engagement and loyalty among diverse customer segments

Vodafone Ireland, a major mobile service provider, faced the challenge of engaging diverse customer segments (business, contract, and pay-as-you-go) with more personalized, anytime self-service experiences via its mobile app. To address this, Vodafone partnered with Adobe and deployed Adobe Marketing Cloud—notably Adobe Analytics and Adobe Target—to better understand customer behavior and tailor communications and offers.

Using Adobe Marketing Cloud, Adobe helped Vodafone Ireland implement audience segmentation, A/B and multivariate testing, in-app and push messaging, and targeted campaigns (for example, top-up incentives and plan alerts). The result was a marked rise in engagement and loyalty: 422,000 app downloads, about 200,000 monthly active users and up to 50,000 daily users, improved relevancy of offers, fewer negative experiences, and higher customer satisfaction for Vodafone Ireland.

Vodafone Ireland

Brian Corish

Head of Digital