Rieker Canada faced a challenge common to heritage brands: their digital presence needed to match the quality of their product. Relying previously on generic “lights-on” communications, the brand was missing significant revenue opportunities. Major Tom‘s solution was to dismantle the “one-size-fits-all” approach and rebuild it as a sophisticated, dual-brand ecosystem.
Major Tom treated the Rieker and remonte audiences as distinct psychological profiles. For the reliability-focused Rieker customer (40+), we utilized educational, benefit-driven content. For the style-conscious remonte customer (30–45), we deployed trend-driven narratives. This “Tonal Adaptation” ensured that every touchpoint—from newsletters to automated flows—felt intimately personalized.
Key features include:
Dual-Audience Nurturing: Distinct content strategies that respect the unique values of two different generations.
The “Engine” Strategy: A robust suite of “always-on” behavioral triggers (Welcome, Abandoned Cart, Seasonal Re-activation) that capture revenue in the background.
Intelligent Segmentation: Leveraging gender, seasonality, and location to deliver hyper-relevant content.
The results were radical. We doubled the subscriber base in just four months while increasing revenue-per-email by 70%. Crucially, our automated flows generated 74% of total email revenue, proving that a smarter, empathetic system yields higher returns than volume alone.
> Rieker Email Marketing Case Study
