Helen of Troy, a global consumer products leader, isn't just a company with storied brands. It's [a case study](case-studies-wild-west-pool-supplies-email-revenue.html) in how a mature organization embraces digital marketing and technology to redefine its business strategy and achieve substantial online sales growth (AWS Case Study). This article will dissect Helen of Troy's digital journey and identify key strategies that e-[[[[[[[[commerce and digital business founders](klaviyo-portfolio-launch.html)](companies-using-ai-marketing.html)](case-studies-creekside-nursery.html)](ai-trends-report.html)](case-studies-laura-geller-sms-revenue.html)](case-studies-willow-tree-boutique-predictive-analytics.html)](case-studies-dagne-dover.html)](glossary-what-is-handset-opt-in.html) can leverage.
Founded in 1968, Helen of Troy initially catered to beauty products but has since grown into a powerhouse of durable goods across its Beauty, Wellness, Home, and Outdoor divisions. The company prides itself on producing trusted brands like Braun, Vicks, and Honeywell and aims to deliver value through unmatched product quality and innovation.
By focusing on digital marketing and data utilization, Helen of Troy has effectively navigated the challenges of the modern digital landscape, maintaining its competitive edge within the consumer packaged goods industry.
In a bid to create a seamless customer experience, Helen of Troy integrated smart technology into its products. Using AWS IoT Core, they developed a connected devices framework that enhanced their Braun Family Care app (AWS Case Study). This app allows users to monitor temperature data from the Braun ThermoScan 7 Connect thermometer more efficiently, providing age-appropriate recommendations for fever care.
With [real-time data collection](marine-layer-marketing-confidence.html), Helen of Troy analyzes customer interactions to refine features and anticipate consumer needs better. For instance, using temperature data, the app could potentially alert users if illnesses are rising in particular areas, delivering value that extends beyond mere product usage.
After evaluating multiple cloud providers, Helen of Troy opted for AWS. The choice was driven by AWS's scalability, versatility, and security—key factors for handling sensitive health data.
AWS Professional Services played a crucial role in designing the IoT solution and ensuring regulatory compliance, especially the European Union’s GDPR for future expansions (AWS Case Study).
Helen of Troy initially combined their email and SMS marketing onto [a single platform](case-studies-jewelcandle-email-revenue.html) but faced functionality limitations. The platform made it difficult to develop multi-channel marketing flows, and the operational cost was substantial (Klaviyo Case Study).
These hurdles prompted the company to migrate to Klaviyo, motivated by its ease of use and a more robust feature set.
Klaviyo enabled Helen of Troy to harness their significant first-party data, addressing the increasingly cookieless digital environment. Taking advantage of integrations with platforms like Facebook, Google, and TikTok, Helen of Troy crafted targeted audience segments and improved personalization in their campaigns (Klaviyo Case Study).
The platform's CDP functionality further streamlined these efforts by incorporating email, SMS, and customer data personalization into one system, reducing complexity and cost (Klaviyo Case Study).
Helen of Troy improved operational efficiency through strategic database archiving, leveraging Solix's solutions to optimize application performance and maintain Service Level Agreements (SLAs) (Solix Case Study). By archiving outdated data, Helen of Troy achieved quicker supply chain report generation and enhanced processing speeds, enabling more predictable system management.
Helen of Troy’s digital marketing success story highlights several critical insights for e-commerce and digital business founders:
Integrate Smart Technology: Utilize IoT and other digital solutions to enhance customer interactions and data-driven decision-making.
Leverage Cloud Providers: Choose a cloud infrastructure capable of supporting scalable, secure, and flexible operations—vital for future growth and compliance.
Utilize First-Party Data: In a cookieless world, pivot to a strategy that maximizes first-party data for accurate audience segmentation and personalization.
Optimize Performance with Database Solutions: Consider database archiving as a solution to boost application performance and manage legacy data efficiently.
Helen of Troy's journey underscores the transformative potential of digital marketing and technology in redefining customer engagement and driving business growth. E-commerce founders and [digital business owners](category-ecommerce-industry.html) should draw inspiration from Helen of Troy's strategic adoption of IoT, cloud solutions, and data analytics to enhance their digital strategies. As the digital landscape evolves, embracing these lessons can propel businesses toward greater innovation and competitiveness.