Challenge
Helly Hansen faced declining engagement across core customer segments, with limited personalisation in lifecycle communications. Regional teams operated in silos, leading to inconsistent customer experiences and underutilisation of CRM and first-party data. Despite a strong brand presence, the customer retention rate lagged behind expectations, and email revenue growth had plateaued.

We conducted a comprehensive CRM audit to identify data gaps, journey inefficiencies, and opportunities for personalisation. Automated lifecycle programs were redesigned to reflect customer intent and seasonality - including reactivation, replenishment, and loyalty journeys. Using behavioural and transactional data from the CDP, we tailored messaging across email, SMS, and app notifications. Campaign workflows were centralised to improve speed-to-market and global brand consistency.

Results

• +28% uplift in revenue per email (RPE) within three months
• +22% increase in repeat purchase rate among loyalty members
• 2× faster campaign deployment across regional markets
• Stronger alignment between CRM, eCommerce, and paid media activity, driving measurable ROI growth

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