How Lyris HQ & Lyris Professional Services helped Harvey Norman, a leading retailer in APAC company boost their email marketing campaigns with 3X email open rates. Visit http://lyrisapac.com.au/clients/customer-success-stories to see how over 5,000 organizations worldwide use our solutions to design, automate and optimize data-driven digital marketing programs.

1. About Harvey Norman
Harvey Norman is one of the leading retailers in the Asia Pacific region, selling large
electrical goods, small appliances, computers, furniture, and more online and in its stores.
The company was founded in 1982, and now operates over 180 stores across Australia
alone, along with stores in New Zealand, Slovenia, Croatia, Ireland, Singapore,
and Malaysia.
Business Challenge
Harvey Norman became a household name on the quality of its in-store customer
experience and through its robust and user-friendly website, which was built to provide
added value to customers wanting to buy online or browse items prior to purchasing in
stores. But as the number of visitors to its website grew, Harvey Norman recognized that
it needed to better understand the diverse characteristics of its customer base in order to
continue to exceed their expectations. The company chose Lyris as its digital marketing
partner to identify and implement strategies for extending in-store sales performance and
customer loyalty across digital channels.
Harvey Norman Taps into
Behavioral Data to Improve
Customer Engagement,
Retention, and Loyalty
Location
Sydney, Australia
URL
www.harveynorman.com.au
Industry
Retailer
Products & Services
Lyris HQ
Lyris Professional Services
Results
Email open rates
Customer Success Story
3Xindustry average

2. Customer Success Story
The Solution
Partnering with Lyris, Harvey Norman installed a reliable email and digital marketing
platform to capture and better understand the behaviors of its online customers in
order to deliver superior customer experiences and increase online conversions,
and to generate more leads. In addition, Lyris Professional Services developed a full
customer lifecycle messaging program for Harvey Norman, including engagement
strategies for every stage of the customer buyer journey, from initial purchase or
subscription through post-purchase support and re-engagement.
Strategy #1: Facebook Subscription Form
Lyris deployed a tab on the Harvey Norman Facebook page with a link to its
subscription form, offering the company’s fans an easy and painless point of entry
into its email program. Leveraging Facebook in this way enables Harvey Norman
to grow its subscriber base, extend its reach for engaging subscribers with news of
exclusive competitions, invitations, offers and discounts, product
recommendations, and special events at local stores, and to provide access to online
buying guides and catalogs.
Strategy #2: Welcome Program
One of the first steps in Harvey Norman’s customer lifecycle messaging program
is to welcome new email subscribers. Lyris developed an automated three-stage
Welcome program to encourage those subscribers to shop online and spend more
on their online purchases.The first stage provides information on the benefits of
being a subscriber and includes a voucher to use towards a subsequent purchase.
The second stage highlights the benefits of online shopping with Harvey Norman.
The third stage continues to highlight online shopping benefits and also includes
customer testimonials.
“We have been very impressed
with Lyris’ professionalism,
the rapid and seamless
implementation, and the
capabilities of the platform to
manage the scale of our digital
marketing programs.”
- Dan Hosford, Head of Digital Marketing at
Generic Publications, Harvey Norman’s internal
advertising agency
Program
Facebook Subscription
Welcome Series
Live Email Content
Magento Integration
Customer Loyalty
Generate Leads
Increase Conversions
Increase Conversions
Increase Conversions
Improve Customer Experience
Objective
Harvey Norman Welcome Programme Email

3. www.lyris.com
Customer Success Story
Ready to Get Started?
Lyris’ Integrated Digital Marketing solution
extends the value of email through cross-channel
integration that can significantly increase
revenue and conversions of all digital marketing
programs, generate higher customer loyalty, and
increase the lifetime value of customers.
Benefits
• Drive revenue through behavioral retargeting
• Deliver a consistent customer experience
across digital touchpoints
• Achieve visibility across the entire
customer lifecycle
Capabilities
• Proven email engine with tens of billions of
messages sent
• Easy content creation and management
• Deliverability and reputation management
• Email reporting and analytics
• Mobile optimization and creative designs
• Advanced segmentation
• Automated testing
• List management
• Cross-channel campaign planning and
optimization
• Behavioral remarketing
• Integrated Web plus email analytics
• Real-time campaign revenue and
conversion tracking
• Embedded social features
• Dynamic content
• Hosted landing pages
• Hierarchical subaccounts
Strategy #3: Live Email Content
Lyris tailored Harvey Norman’s emails with live content that adapts in real time to
customers’ location, device, time of open, and behavior. This gives subscribers a truly
personalized and engaging email experience. For example, some emails that contain
time-sensitive information – such as voucher codes that are only valid for 48 hours
– include countdown timers to create a sense of urgency. Other emails apply location-
targeting technology to provide a Google Maps Directions link to the store closest to a
subscriber’s location at the time he or she opens the email.
Strategy #4: Magento Integration
Lyris integrated its digital marketing platform with Harvey Norman’s ecommerce platform,
Magento, in order to leverage subscribers’ website and shopping cart behaviors and send
highly relevant and engaging emails. Subscribers who start shopping carts but abandon
them before completing a purchase automatically receive an email that reminds them
about the contents of those carts and encourages them to easily complete the transaction.
Strategy #5: Customer Loyalty Program – Hot Deals
Harvey Norman’s business philosophy strongly emphasizes customer loyalty, so Lyris
implemented a program to keep the company’s valued customers engaged and rewarded.
The Harvey Norman website functions much like a daily deals site. Twice a week, the site
is updated with new “hot deals,” and this action serves as a trigger for a new round of
automated email promotions. The Lyris platform extracts the hot deals information from
the website and into the emails, which are deployed to the company’s general marketing
database of active email subscribers.
The Results
Since partnering with Lyris, Harvey Norman has achieved greater capabilities for
capturing, collecting, and acting on customer data to drive meaningful engagement and
deliver measurable results. The company has significantly grown its email database and
now, having established a strong email and digital marketing foundation, it can look
forward to continued success in improving customer retention and loyalty, generating new
leads, and rapidly responding to critical conversion opportunities.
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JUNE 2013 Copyright © 2013 Lyris, Inc. All rights reserved.