Got an Email Template, Landing page, or Banner requirement? Head to Email Mavlers

Mavlers Logo
Agencies
Pricing
Engagement Models

McArthurGlen x Mavlers Scaling CRM to 1,500 campaigns/year with +50% click rate

Industry: Retail

Shopping friends
Tax free shopping

About McArthurGlen

McArthurGlen is Europe's leader in designer outlet shopping, with 23 locations across 8 countries: Austria, Canada, France, Italy, Germany, the Netherlands, Spain, and the UK. Welcoming over 90 million visitors annually, their centers host more than 3,000 stores from the world's most iconic luxury, premium, and lifestyle brands.

Challenges: Lean team, low engagement, limited personalization

McArthurGlen's ambitious expansion created significant CRM challenges:

Challenges

Fragmented campaign management

A lean internal team struggled to scale campaigns across multiple outlets and regions.

Challenges

Process limitations

Reliance on the "Sapient Process" (Excel → CSV → FTP) made execution slow, error-prone, and rigid.

Challenges

Lack of always-on journeys

Most customer communications were batch-driven, with minimal automation around key lifecycle events
(e.g., birthdays, post-visit touchpoints).,

Challenges

Underwhelming engagement

Average open rates (14–16%), click rates (1.5–2%), and CTORs (<12%) trailed luxury retail benchmarks.

Challenges

Limited personalization

Static campaigns failed to deliver engaging, dynamic content at scale.

McArthurGlen needed a partner to modernize their CRM operations, automate customer journeys, and scale campaigns efficiently while maintaining brand consistency across regions.

Our approach: Always-on journeys, BAU at scale, sapient process overhauled

circle01

Always-on journeys

Mavlers designed and launched automated, lifecycle-driven journeys on Salesforce Marketing Cloud to enhance engagement and loyalty. These included:

Each journey leveraged dynamic modular email blocks for personalization, regional segmentation logic for tailored messaging, Cloud Pages for survey capture and DOI confirmation, and end-to-end automation for seamless execution.

list-circlePlanning Your Next Visit
list-circlePost-Visit Follow-Ups
list-circlePoints Expiry Notifications
list-circlePrivilege Club Statements
list-circleOnboarding & Re-Welcome Flows
list-circleBirthday & Appointment Campaigns
list-circlePreference Surveys (Brand & Category)
list-circleRefer-a-Friend & Account Event Triggers
McArthurGlen approach
circle02

Scaling BAU campaigns

From a one-person team managing limited BAU activity, McArthurGlen scaled to a multi-region campaign operation powered by Mavlers:

list-circle

Built modular, brand-consistent templates with flexible design (including emoji support).

list-circle

Expanded delivery capacity from 2 to 9 campaign managers, handling up to 10 campaigns daily across 28 outlets.

list-circle

Introduced quarterly planning frameworks with strict SLAs for briefs, approvals, QA, and scheduling.

list-circle

Supported everything from single-email sends to complex 36+ email journeys with multi-segment targeting.

circle03

Transforming the sapient process

We overhauled the outdated workflow with a Cloud Page–driven system, delivering agility and control:

Sapient 3
list-circle

Regional managers entered campaign details (objectives, segments, templates, assets) directly via Cloud Pages.

list-circle

Real-time previews (desktop & mobile) enabled stakeholders to validate content before build.

list-circle

Self-service updates reduced dependency on central teams and eliminated bottlenecks.

list-circle

Emergency campaigns and streamlined approvals became faster and more reliable.

Results: 5× campaign throughput, +35% CTOR,mavlers logo +50% clicks

By modernizing processes, automating customer journeys, and scaling BAU campaigns, we enabled McArthurGlen to deliver more campaigns, faster, and with stronger customer engagement. The transformation drove both operational efficiency and measurable performance gains.

Mavlers x McArthurGlen: Performance metrics

Metric
Before Mavlers
After Mavlers
Open rate
14–16%
18–20% (+25-30%)
Click rate
1.5–2%
2.5–3% (+50%)
Click-to-open rate
~10-12%
12–15% (+25-35%)
Campaign throughout
<300/year
1300–1500/year (+5x)

Additional Outcomes:

check

Improved stakeholder satisfaction with faster approvals and transparent previews.

check

Always-On Journeys created consistent customer touchpoints, boosting retention and loyalty.

check

Streamlined processes reduced errors and accelerated time-to-market for campaigns.

Our partnership not only improved campaign volume and efficiency but delivered significant engagement uplift, enabling McArthurGlen to strengthen customer relationships, drive more store visits, and maximize the ROI of their CRM investments.

Scale, engage, & grow with Mavlers

With Mavlers at the helm, you can transform your CRM platform from a manual, fragmented process into a high-performing, automated marketing engine — delivering more campaigns, higher engagement, and measurable ROI.

Let's build your next-generation CRM strategy together!