// prodct [CX] case · Sanicare · 2024 · pharmacy retail · personalization

Less "send to all."
More send to the right one.

A blanket campaign treats every customer the same way. Dynamic Yield doesn’t. We rolled it out, wired it to the customer record, and put marketing in the driver’s seat — not in a ticket queue.

8 wk

// kickoff → first personalized campaign live

// on plan

Marketing-led

// campaign builds without dev tickets

// no engineering bottleneck

CX + AOV

// targeted at churn risk and basket value

// measurable lift surfaces

// 01 / the situation

A pharmacy ecommerce that treated everyone identically.

Email blasts, on-site banners, the same recommendation rail for everyone. Strong customer data underneath — mostly unused for activation.

The team didn’t need another tool to admire. They needed one they could actually run a campaign in by Tuesday.

01
Activation lagged behind data.
CDP rich; campaign tooling generic.
02
Engineering as a bottleneck.
Every variant needed a ticket and a deploy.
03
No experimentation muscle.
Decisions made by intuition, not test result.

// 02 / approach

Roll the tool. Train the team. Get out of the way.

We rolled out Dynamic Yield against the existing CDP and CMS, defined the first three campaign archetypes (churn-saver, AOV-lifter, recommendation rail), and trained marketing to operate it independently.

The success criterion wasn’t the first campaign. It was the second one — the one launched without us in the room.

A
Architecture & integration.
DY wired to CDP, CMS, ESP. Identity stable end-to-end.
B
Three campaign archetypes.
Churn-saver. AOV-lifter. Recommendation rail. All running.
C
Marketing enablement.
Run-books, training, escalation paths. Marketing operates the tool.

// 03 / what we built

Three live archetypes. A team that can ship the fourth on its own.

[Integration]

CDP ↔ DY ↔ CMS ↔ ESP

Single identity end-to-end. The customer record is the same in every surface.

[Archetype]

Churn-saver

Triggered re-engagement against actual churn signals — not arbitrary "30 days inactive."

[Archetype]

AOV-lifter

Basket-aware nudges: bundles and substitutes that fit the order in front of you.

[Enablement]

Marketing run-book + training

Campaign authoring without dev. Escalation paths. Test/learn discipline.

// 04 / outcomes

A team that ships personalization on its own clock.

8 wk

// kickoff to first personalized campaign live

// on plan

3 archetypes

// churn, AOV, recommendation rail — all live

// breadth, not vanity

0 tickets

// dev tickets needed to launch a new campaign

// marketing-operable

Test/learn habit

// experiments are now the default, not the exception

// muscle, not a project

// similar engagement?

Personalization tool sitting unused? We get it shipping.

Book a scoping call See other engagements

Less "send to all."More send to the right one.

A pharmacy ecommerce that treated everyone identically.

Activation lagged behind data.

Engineering as a bottleneck.

No experimentation muscle.

Roll the tool. Train the team. Get out of the way.

Architecture & integration.

Three campaign archetypes.

Marketing enablement.

Three live archetypes. A team that can ship the fourth on its own.

A team that ships personalization on its own clock.

Personalization tool sitting unused? We get it shipping.

Other Sanicare work.

Less "send to all."
More send to the right one.