McArthurGlen Achieves 5x Campaign Throughput

McArthurGlen is Europe's leading designer outlet retailer, operating 23 centers across Austria, Canada, France, Germany, Italy, the Netherlands, Spain, and the UK, and welcoming more than 90 million visitors a year across 3,000+ brand stores.

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That scale demanded a CRM program built to match it. Instead, the brand was still running manual, batch-driven campaigns that could not keep pace with a business operating across eight countries and dozens of outlets.

• A lean internal team struggled to scale campaign execution across multiple outlets and regions
• A brittle Excel-to-CSV-to-FTP workflow made campaign builds slow, error-prone, and rigid
• Communications were batch-driven, with no automation around lifecycle moments like birthdays or post-visit touchpoints
• Open rates, click rates, and click-to-open rates were trailing luxury retail benchmarks
• Static campaigns could not deliver the dynamic, regional content the brand needed at scale

• Scale campaign output without scaling the internal team's headcount at the same rate
• Replace manual batch sends with always-on, automated lifecycle journeys
• Lift engagement benchmarks across opens, clicks, and click-to-open rate
• Give regional teams a way to run dynamic, localized campaigns independently
• Build a repeatable CRM operating model that could scale across all eight countries

• Built always-on lifecycle journeys in Salesforce Marketing Cloud, covering onboarding, birthdays, post-visit follow-up, points expiry, Privilege Club statements, refer-a-friend, and preference surveys
• Powered every journey with dynamic modular content blocks and regional segmentation, so the same framework could flex per market
• Designed modular, brand-consistent email templates that protected the McArthurGlen identity while speeding up production
• Replaced the Excel-to-CSV-to-FTP handoff with Cloud Page-driven briefing, letting regional managers self-serve campaigns with real-time desktop and mobile previews
• Scaled the campaign team from 2 to 9 managers, running up to 10 campaigns a day across 28 outlets
• Introduced quarterly planning frameworks with strict SLAs across briefing, approvals, QA, and scheduling, supporting everything from single sends to 36-plus email journeys

• 5x campaign throughput - Scaled from roughly 300 manual campaigns a year to 1,500+ always-on campaigns across 28 outlets
• 50% higher click rate - Lifted engagement well above the brand's previous luxury retail benchmark
• 30% higher open rate - Always-on, personalized journeys outperformed the old batch-driven sends
• 35% higher click-to-open rate - Confirmed the content itself, not just better timing, was resonating harder
• 9-person campaign team - Grew from 2 managers to 9, running up to 10 campaigns a day
• 28 outlets live - Every outlet across McArthurGlen's European and Canadian footprint now runs on always-on lifecycle journeys

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