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 Industry: Furnishings & Decor, Gifts & Toys Solution: Dynamic Imaging, eCatalogs, Product Configurators, Targeted Email & Print 
Challenges:
Best Practices:
Founded in 1889, Lenox was the first American china to be used in the White House. Its product line, widely recognized for excellence in design, also includes casual collections in stoneware and earthenware, crystal stemware, stainless and sterling flatware, as well as award-winning gifts and collectibles. With a significant proportion of its direct-to-consumer business represented by personalized products, Lenox wanted to draw attention to these popular items in a dramatically unique way – by running a 2004 holiday email promotion to thousands of recipients featuring dynamically personalized gifts using Scene7’s imaging capabilities. The lifts from personalizing the product image were significant, as Lenox showed by simultaneously sending out a “control” version of the creative without personalization. Using the main visual of a Christmas ornament, Lenox was able to dynamically inscribe each recipient’s first name onto the ornament image, producing an accurate visual of the gift as if purchased. Scene7 dynamically applies any data-driven text, stylized font, visual effect or image – by simply tying email campaigns to customer profiles and product databases to easily generate personalized imagery on-the-fly. This is all done without the need for extensive manual graphic editing for the personalization, or putting a strain on technical resources. The customer deploys the HTML email campaign in the usual fashion, using either a third-party email vendor or in-house email system. Scene7 is the only vendor to offer a personalization solution in a range of deployment options including full-service and self-service hosted ASP and in-house license options. Results:
“Scene7 offers an exciting personalization technology which allowed us to market our personalized products in a unique and compelling way, and which helped increase the relevance and impact of our email messaging,” said Timothy Foy, Assistant Marketing Manager, Lenox, Inc. “The increase in response rate and sales were impressive, and we’re considering plans to utilize this service in future campaigns. We particularly liked Scene7’s full-service team. Implementation was simple; Scene7 delivered a single URL command for the personalization that was imbedded into the test version of our HTML email. Then we deployed the email as we had always done through our email vendor. Scene7’s dynamic imaging capabilities helped set us apart for the holidays, with little additional effort.” To Clients Overview  |
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