Case Study: Signify achieves 30% higher conversions with Merkle

Signify Goes Direct to Consumer with Data Transformation

Signify, the company behind Philips Hue, wanted to shift its premium smart lighting brand toward a direct-to-consumer model but was held back by disconnected data, limited marketing activation, and the need to improve its online customer experience. Signify chose Merkle as its agency partner, working with Adobe Experience Platform and related tools to support more personalized journeys, better insights, and stronger customer growth.

Merkle implemented a unified customer profile, headless commerce, upgraded UX and SEO, people-based marketing capabilities, analytics models, and change management support to help Signify operate as a customer-focused organization. The rollout went live across all Hue markets in under five months, cutting cross-market deployment from months to days and delivering measurable gains: 25% better content performance, 70% faster site load times, and a 30% increase in conversions.

Signify