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Industry: Retail
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.
McArthurGlen's ambitious expansion created significant CRM challenges:
A lean internal team struggled to scale campaigns across multiple outlets and regions.
Reliance on the "Sapient Process" (Excel → CSV → FTP) made execution slow, error-prone, and rigid.
Most customer communications were batch-driven, with minimal automation around key lifecycle events
(e.g., birthdays, post-visit touchpoints).,
Average open rates, click rates, and CTORsm trailed luxury retail benchmarks.
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.
01Mavlers 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.
Planning Your Next VisitPost-Visit Follow-UpsPoints Expiry NotificationsPrivilege Club StatementsOnboarding & Re-Welcome FlowsBirthday & Appointment CampaignsPreference Surveys (Brand & Category)Refer-a-Friend & Account Event Triggers01Mavlers 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.
Planning Your Next VisitPost-Visit Follow-UpsPoints Expiry NotificationsPrivilege Club StatementsOnboarding & Re-Welcome FlowsBirthday & Appointment CampaignsPreference Surveys (Brand & Category)Refer-a-Friend & Account Event Triggers
02From a one-person team managing limited BAU activity, McArthurGlen scaled to a multi-region campaign operation powered by Mavlers:
Built modular, brand-consistent templates with flexible design (including emoji support).
Expanded delivery capacity from 2 to 9 campaign managers, handling up to 10 campaigns daily across 28 outlets.
Introduced quarterly planning frameworks with strict SLAs for briefs, approvals, QA, and scheduling.
Supported everything from single-email sends to complex 36+ email journeys with multi-segment targeting.
02From a one-person team managing limited BAU activity, McArthurGlen scaled to a multi-region campaign operation powered by Mavlers:
Built modular, brand-consistent templates with flexible design (including emoji support).
Expanded delivery capacity from 2 to 9 campaign managers, handling up to 10 campaigns daily across 28 outlets.
Introduced quarterly planning frameworks with strict SLAs for briefs, approvals, QA, and scheduling.
Supported everything from single-email sends to complex 36+ email journeys with multi-segment targeting.
03We overhauled the outdated workflow with a Cloud Page–driven system, delivering agility and control:
Regional managers entered campaign details (objectives, segments, templates, assets) directly via Cloud Pages.
Real-time previews (desktop & mobile) enabled stakeholders to validate content before build.
Self-service updates reduced dependency on central teams and eliminated bottlenecks.
Emergency campaigns and streamlined approvals became faster and more reliable.
03We overhauled the outdated workflow with a Cloud Page–driven system, delivering agility and control:
Regional managers entered campaign details (objectives, segments, templates, assets) directly via Cloud Pages.
Real-time previews (desktop & mobile) enabled stakeholders to validate content before build.
Self-service updates reduced dependency on central teams and eliminated bottlenecks.
Emergency campaigns and streamlined approvals became faster and more reliable.
5× campaign throughput, +35% CTOR,
+50% 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.
Improved stakeholder satisfaction with faster approvals and transparent previews.
Always-On Journeys created consistent customer touchpoints, boosting retention and loyalty.
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.
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!
