How Mavlers helped McArthurGlen scale CRM to 1,500 campaigns a year with a 50% lift in click rates

Project Overview

Organisation

McArthurGlen

Industry

Designer Outlet Retail

Location

8 countries across Europe & Canada

Annual Visitors

90M+

Brand Stores

3,000+

Products / Services Used

Salesforce Marketing Cloud
Lifecycle Marketing
Marketing Automation
Email Design & Development
CRM Operations

McArthurGlen is Europe's leader in designer outlet shopping, operating 23 centers across Austria, Canada, France, Germany, Italy, the Netherlands, Spain, and the UK. With over 90 million visitors a year and 3,000+ luxury, premium, and lifestyle brand stores, their CRM needed to match the scale and sophistication of the brand experience, moving from manual, batch-driven sends to always-on, personalized journeys delivered at scale.

Client objectives

The challenges McArthurGlen faced

Talk to our team

1.

Fragmented campaign management

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

2.

Outdated Sapient process

A brittle Excel → CSV → FTP workflow made execution slow, error-prone, and rigid.

3.

No always-on journeys

Communications were batch-driven, with no automation around lifecycle moments like birthdays or post-visit touchpoints.

4.

Below-benchmark engagement

Open rates, click rates, and CTORs trailed luxury retail averages.

4.

Limited personalization

Static campaigns could not deliver dynamic, regional content at scale.

Mavlers Strategy

How we modernized CRM for Europe's outlet leader

Talk to our team

1.

Always-on lifecycle journeys on Salesforce Marketing Cloud

Onboarding, birthday, post-visit, points expiry, Privilege Club statements, refer-a-friend, and preference surveys, all powered by dynamic modular blocks and regional segmentation.

2.

Modular, brand-consistent templates

Flexible, emoji-friendly designs that protected the McArthurGlen brand while accelerating production.

3.

Scaled delivery capacity

Grew the campaign team from 2 to 9 managers, running up to 10 campaigns a day across 28 outlets.

4.

Cloud Page–driven Sapient overhaul

Regional managers self-serve campaign briefs through Cloud Pages, with real-time desktop & mobile previews replacing FTP hand-offs.

5.

Quarterly planning frameworks

Strict SLAs across briefing, approvals, QA, and scheduling, supporting everything from single sends to 36+ email journeys.

How Mavlers helped McArthurGlen scale CRM to 1,500 campaigns a year with a 50% lift in click rates

Project Overview

Key results for the client

The challenges McArthurGlen faced

How we modernized CRM for Europe's outlet leader

What McArthurGlen achieved

Mavlers turned our CRM from a manual bottleneck into a true engagement engine. We're shipping more campaigns, in more regions, with stronger results than we thought possible.

Results that speak for them selves.

Migrating 9,000+ pages across 12 languages

80% CPR reduction and 3x ROI over 6 years

35% cost reduction while scaling SEO delivery globally

Let's make your brand our next success story.

Get in touch with us.

How Mavlers helped McArthurGlen scale CRM to 1,500 campaigns a year with a 50% lift in click rates

Project Overview

Key results for the client

The challenges McArthurGlen faced

How we modernized CRM for Europe's outlet leader

What McArthurGlen achieved

Mavlers turned our CRM from a manual bottleneck into a true engagement engine. We're shipping more campaigns, in more regions, with stronger results than we thought possible.

Results that speak for them selves.

Migrating 9,000+ pages across 12 languages

80% CPR reduction and 3x ROI over 6 years

35% cost reduction while scaling SEO delivery globally

Let's make your brand our next success story.

Get in touch with us.

Results that speak for them selves.