Case Study: The Works achieves personalized digital engagement growth with IBM Watson Campaign Automation

Building an industry-leading digital channel with personalized email marketing

The Works, the UK value retailer, wanted to deepen customer engagement as its online, click-and-collect, and home delivery channels grew. Its challenge was moving beyond manual, generic email campaigns to deliver more personalized marketing at speed and scale, and it chose IBM Watson Campaign Automation to help.

IBM implemented IBM Watson Campaign Automation to segment customers by browsing and purchase behavior, automate targeted multi-wave email campaigns, and analyze engagement with AI-powered tools like heatmaps. The results included a 41% increase in online sales, a 16% boost in click-through rates, and a 3.4% lift in email open rates, helping drive continued revenue growth for The Works.

The Works

Elizabeth McNab

Email and Social Marketing Manager