Case Study: Harris Scarfe achieves 270% increase in email engagement with Lexer

How Harris Scarfe increased email engagement 270%

Harris Scarfe, a multi-channel department store retailer with over 160 years in business, faced diminishing returns from a “batch and blast” email strategy and needed a cleaner, more accessible single view of customers that their small marketing team could use. To evolve toward personalized, content-driven engagement they implemented Lexer’s Customer Data Platform (CDP) to centralize customer, transaction and browsing data and enable more sophisticated segmentation.

Using Lexer, Harris Scarfe combined SAP Hybris, Emarsys and web behavior data to generate 140+ retail attributes, build five high-value persona segments, and activate targeted campaigns across Emarsys, Google and Facebook while monitoring performance in custom dashboards. The Lexer-powered persona strategy lifted email performance—up to 46% higher open rates and a 270% improvement in click-through rates—while enabling measurement of customer lifetime value and a shift away from indiscriminate blasts to personalized, measurable engagement.

Harris Scarfe

Simon Burrett

General Manager