Case Study: Dymocks achieves 2.8x open rates and up to 32% sales uplift with Oracle Marketing Cloud

Dymocks Improves Open Rate by 2.8x and Boosts Sales with Oracle Marketing Cloud

Dymocks, a 159‑year‑old Australian bookseller with about 1 million Booklovers members and 60 stores, needed a more advanced marketing and CRM solution to personalize communications, automate high‑volume trigger campaigns, improve member retention, and turn loyalty activity into measurable sales beyond basic email capabilities.

By adopting Oracle Marketing Cloud (Responsys) with Send Time Optimization, SMS, Rapid Retargeter and analytics, Dymocks automated trigger and mobile campaigns, improved data quality and enabled cross‑channel personalization. Results included a 2.8x increase in open rate (24% → ~67%) and 3x click rate (2% → 6%), a 7% lift in EDM sales with US$230,000 incremental revenue from birthday campaigns, a 32% uplift and US$187,000 incremental revenue from reminder triggers in three months, reactivation of 5,000 members with an expected US$347,000 quarterly uplift, and reduced campaign build time and costs.

Dymocks

Sophie Higgins

Head of Merchandise and Marketing