Omnichannel Personalization in B2B E-commerce: How Dotdigital and Adobe Commerce Drive Success
In the world of omnichannel marketing automation, B2B and multi-store retailers face a critical challenge: delivering personalized, seamless experiences across email, SMS, web, and in-store channels. Customers now expect businesses to know their preferences and engage with relevant offers whether they’re browsing an online catalog, reading an email promotion, or receiving a text alert. This article explores how Dotdigital B2B personalization—integrated with Adobe Commerce (Magento)—is empowering companies to meet these expectations and driving tangible success. We’ll highlight real client success stories that demonstrate improved re-engagement rates, higher conversion from tailored promotions, and unified cross-channel customer experiences. Throughout, we’ll also show how Creatuity’s calm, knowledgeable approach and Adobe Commerce expertise help implement these solutions, ensuring trust and results for omnichannel retailers and B2B firms.
The Power of Personalization for B2B & Multi-Store Commerce
Personalization isn’t just a B2C tactic; for B2B e-commerce and multi-store businesses, it’s a strategic necessity. Tailoring content and offers to each customer (or account) increases relevance and engagement. In fact, marketers who deliver personalized B2B experiences see significant boosts in customer loyalty and sales. By leveraging detailed customer data (like purchase history, browsing behavior, and even offline interactions), companies can present the right message to the right customer at the right time. This level of relevance keeps buyers engaged and encourages repeat business – especially important in B2B, where relationships and lifetime value are keydotdigital.com. If you’re not communicating in a tailored way, “it’s going to be hard to maintain those connections,” as one Dotdigital client notesdotdigital.com.
For multi-store retailers (businesses operating multiple brands or regional stores), personalization ensures a consistent experience across all storefronts. Each customer profile can be recognized and served with relevant content whether they shop on Store A or Store B. The result is higher customer satisfaction and ecommerce customer engagement, as shoppers feel understood no matter which of your sites or channels they use.
Dotdigital and Adobe Commerce: A Unified Customer View
Achieving this level of personalization requires unified data. This is where Adobe Commerce Dotdigital integration comes into play. By connecting Adobe Commerce (your e-commerce platform) with Dotdigital’s Engagement Cloud, all customer interactions – online and offline – feed into a single customer view. Dotdigital’s platform unites data across systems to break down silos and create enriched customer profilesdotdigital.com. Purchase history from your Magento store, in-store POS transactions, loyalty program status, and even ERP data can be aggregated. With this 360° view, marketers can segment and target customers with precision.
For example, a unified profile might reveal that a B2B buyer regularly purchases certain supplies every 30 days through the website, and also buys other items in-store. Dotdigital can aggregate these touchpoints, so when crafting a campaign, you know the customer’s total history. Unified customer profiles ensure that email recommendations reflect not just online browsing, but also past in-store purchases – preventing embarrassing mistakes like promoting an item the client already bought at a branch location. Creatuity facilitates this data unification by integrating Adobe Commerce with CRM, ERP, and in-store systems (see our guide to ERP integration best practices for complex B2B e-commerce【17†】). The payoff is a seamless flow of information between systems and one source of truth about each customer.
With Dotdigital’s integration, product and order data sync automatically from Adobe Commerce into the marketing platformdotdigital.com. This means segments can be built on up-to-the-minute e-commerce data – such as “VIP customers who spent $5,000+ YTD” or “customers who browsed product X online but didn’t purchase.” Having these insights centralized empowers truly data-driven ecommerce customer engagement. In short, Adobe Commerce + Dotdigital acts as a unified CX platform, enabling the kind of personalization that previously required manual data crunching (or wasn’t possible at all).
Re-Engaging Customers with Personalized Campaigns
One of the most powerful outcomes of omnichannel personalization is the ability to re-engage lapsed customers and nurture prospects who didn’t convert right away. Instead of generic “Are you still there?” emails, Dotdigital enables smart re-engagement campaigns triggered by behavior and enriched by customer data.
Take T3 Micro, a premium beauty brand, as an example. After implementing Dotdigital’s segmentation and automation tools, T3 launched a multi-step re-engagement series targeting inactive subscribers. The result was skyrocketing engagement – their average email open rates doubled, with welcome series emails now achieving a 54% open rate and cart recovery emails 35%dotdigital.com. By delivering relevant content timed to customer behavior (e.g. a follow-up 160 days after purchase to suggest a refill or accessory), T3 compelled customers to reconnect and drive repeat purchases. “Compelling our customers to re-engage with us after they’ve already received their product is a big win,” notes T3’s Director of Ecommercedotdigital.com.
Another great example is Snuggle Hunny, an Australian multi-store brand (serving both consumers and wholesale clients). Using Dotdigital’s tools, Snuggle Hunny crafted highly targeted win-back campaigns. One such program introduced back-in-stock alerts with personalized product picks – leading to an astounding 1100% increase in click engagement in 2024 compared to standard email sendsdotdigital.comdotdigital.com. This shows the impact of tailoring messages to what customers truly want: when contacts saw that a previously viewed item was back, along with similar product recommendations, they eagerly clicked through. Snuggle Hunny also ran creative re-engagement events, like a geotargeted “Easter Egg Hunt” email/SMS campaign that achieved a 78% open rate by combining channels and personalized contentdotdigital.comdotdigital.com. These efforts not only won back dormant customers but also boosted brand loyalty – their loyalty reward reminder emails now reach 50% open rates and drove 80% more revenue from that segmentdotdigital.com.
The key takeaway: Personalized promotions and content can win back customers who would otherwise fade away. Whether it’s a series of emails tailored to a buyer’s last purchase, or a special offer based on past browsing, omnichannel personalization makes your outreach relevant rather than repetitive. Dotdigital’s platform makes setting up a re-engagement program straightforward (no heavy coding needed), and real-world results show markedly improved reactivation rates. Even something as simple as including the customer’s previously browsed items in an email can entice them back to your site.
Higher Conversions Through Tailored Recommendations
Personalization isn’t just about engagement – it’s directly linked to conversion and sales lift. B2B buyers and retail consumers alike respond to product recommendations and offers that match their needs. Dotdigital’s AI and segmentation capabilities help generate these tailored suggestions automatically, and the Adobe Commerce integration ensures those suggestions draw on the full purchase history.
For instance, Youngevity, a global wellness brand on Adobe Commerce, leveraged Dotdigital to implement AI-powered product recommendations in both abandoned browse and abandoned cart emailsdotdigital.comdotdigital.com. If a customer browsed certain supplements but left, Youngevity’s Dotdigital program would send a follow-up email featuring those products and related items – all pulled dynamically from Adobe Commerce via the connector. Similarly, cart abandonment emails included personalized product images, pricing, and even incentive coupons. The results were unequivocal: Youngevity saw a 7.7% increase in conversion rates after rolling out these personalized automations, along with a 39% year-over-year boost in email open ratesdotdigital.com. More shoppers who received these tailored messages went on to complete purchases, directly increasing revenue. Additionally, Youngevity grew its email contact list and engagement metrics thanks to more relevant content, illustrating how Dotdigital B2B personalization features can fuel both top-of-funnel growth and bottom-line salesdotdigital.com.
In the B2B realm, consider Lockhart Catering Equipment, a distributor with thousands of business customers and highly variable pricing contracts. Lockhart used Dotdigital’s all-in-one platform (plus a third-party personalization tool) to introduce automated bundle recommendations on their website and in emails. When a customer viewed a product, they’d instantly see a bundle offer with complementary items at their negotiated pricedotdigital.comdotdigital.com. If they accepted, all items were added to cart in one click – simplifying ordering for busy procurement managers. In parallel, Lockhart’s email campaigns (for price-drop alerts, back-in-stock, etc.) now dynamically included products the client might need next, with up-to-date personalized pricing. This level of tailored merchandising paid off enormously: in the first 90 days, Lockhart attributed over £50,000 in additional sales to the bundle recommendation feature, yielding a 10× return on investmentdotdigital.comdotdigital.com. Their customers loved the convenience (“making it easier for them to order the products they need, as well as presenting them with new ideas”) and responded by buying moredotdigital.com. Impressively, Lockhart also reported a 1200% improvement in last-click attribution for sales influenced by these personalized campaignsdotdigital.com – evidence that tailored content was often the final push leading to orders.
Another success story comes from 4Cabling, an Australian B2B electronics supplier. By adding Dotdigital’s AI-driven “best next product” recommendations into their monthly newsletters, 4Cabling transformed a generic email blast into a personalized shopping experience. The newsletter would now feature items predicted to interest each recipient based on past purchases and browsing. The impact was immediate: 4Cabling achieved a 20% increase in overall revenue after implementing these AI recommendations, alongside a 53.6% jump in newsletter conversion ratedotdigital.com. In other words, more newsletter readers clicked through and actually bought products, thanks to seeing content hand-picked for them. Moreover, 4Cabling’s revamped abandoned cart program (with dynamic incentives for different customer segments) drove substantial recovery of potentially lost sales – accounting for 54% of their email-attributed revenuedotdigital.com. These kinds of lifts in conversion demonstrate how omnichannel personalization directly boosts the bottom line. When customers receive promotions or product suggestions that align with their needs, they’re far more likely to convert.
Seamless Cross-Channel Experiences (Email, SMS, and Web)
True omnichannel personalization means the experience carries across every channel the customer uses. Dotdigital’s platform is built for cross-channel marketing – not just email, but SMS, push notifications, social retargeting, and more – ensuring consistent messaging. This is crucial for B2B and retailers who engage customers via multiple touchpoints. A buyer might receive a promo code via email, click an SMS reminder about it later, and then visit the website to purchase. If all those interactions feel cohesive and reference the same personalized offer, the customer enjoys a seamless journey.
Many Dotdigital clients have expanded beyond email to great effect. Snuggle Hunny, as mentioned, combined email and SMS in their Easter campaign – emailing and texting participants with personalized clues and rewards, which drove enormous engagementdotdigital.comdotdigital.com. They found that using multiple coordinated channels created more meaningful connections with their audiencedotdigital.com. Similarly, Dotdigital reports that brands using its SMS features see strong results – for example, one client achieved a 91% SMS delivery rate and an unprecedented 69% conversion rate on a campaign by reaching customers on their mobile devices at the right momentdotdigital.com. While that conversion was for a survey (Ipsos case), it underlines that SMS marketing can prompt immediate action when highly targeted.
With Adobe Commerce integration, Dotdigital can even personalize the content on your website for known customers. Through trackable links in emails or texts, when a customer clicks through, your site can recognize them (if logged in or via cookie) and show relevant banners or product recommendations. Even without a fancy separate personalization engine, Dotdigital’s data and messaging can ensure consistency. For instance, if your email campaign advertises a discounted item, you can include a unique promotion code or link that reflects the discount on the website for that user. The goal is that the customer feels like the channels are simply extensions of one unified conversation with your brand. Retailers who achieve this “channel harmony” report higher customer satisfaction and loyaltycreatuity.comcreatuity.com. Consistent pricing and promotions across email, SMS, and in-store are vital so shoppers never feel blindsided by differencescreatuity.com.
Another aspect of cross-channel integration is linking online and offline experiences. For example, a B2B distributor might use Dotdigital to send an SMS alert to a field sales rep when one of their key clients visits the website and views certain products – enabling the rep to follow up personally. Or a multi-store retailer could email a customer a personalized coupon that can be scanned in-store from their phone. Omnichannel marketing automation ensures these handoffs are smooth. Dotdigital’s workflows can be configured to handle branching scenarios (if customer doesn’t open email, send SMS next day; if they click a link, notify sales team; etc.), creating a cohesive journey. Creatuity often advises retailers on customer experience best practices in omnichannel settings – for more ideas on blending online and offline engagement, see our post on seamless omnichannel shoppingcreatuity.comcreatuity.com.
Marketing Automation for B2B Customer Nurturing
B2B companies especially benefit from marketing automation to nurture long sales cycles and complex buyer journeys. Dotdigital provides the tools to automate what would otherwise be labor-intensive manual outreach. Through integration, you can design sophisticated programs that react to customer behaviors or lifecycle stages. Here are a few high-impact automated campaigns for B2B and wholesale businesses:
Automated Replenishment Reminders: If your Adobe Commerce store records that a business customer buys a certain quantity of supplies every 60 days, Dotdigital can automatically trigger a reminder email (or SMS) when it’s time to reorder. These reminders can include the exact products previously purchased (with updated pricing) and even a one-click restock option. This convenience keeps your brand front-of-mind and drives recurring revenue. For example, T3 Micro’s post-purchase series runs up to 160 days out to re-engage customers for repeat purchasesdotdigital.com – a concept B2B sellers can apply to replenishment cycles.
VIP Customer Events and Promotions: For high-value accounts or long-term partners, automation ensures they get white-glove treatment. Dotdigital can maintain a segment of “VIP buyers” (say, top 5% of spend or those with annual contracts) and automatically send them exclusive invites – perhaps a pre-launch product webinar, a private sale, or an in-person appreciation event. These invites can be personalized with the account’s name, relevant product recommendations, and an easy RSVP mechanism. If the client clicks the invite but doesn’t RSVP, a follow-up SMS a day later could gently remind them. Such personal touches strengthen relationships and loyalty.
Behavior-Triggered Campaigns: Dotdigital’s real-time integration means triggers can fire as soon as a customer takes an action. If a customer browses a high-value item on your site but doesn’t add to cart, you might send a “More information” email with a spec sheet or case study about that product. If a customer’s engagement has lapsed (no logins or orders in 90 days), you can initiate a win-back series with progressively stronger incentives (“We miss you – here’s 10% off your next order” leading up to perhaps a bigger offer or a personal call from an account manager). These automated programs run in the background, constantly shepherding customers toward the next step in their journey. One Dotdigital user, Youngevity, identified abandoned browse and cart journeys as critical and implemented automated emails for each; this helped boost their ROI and conversion by re-capturing customers who were this close to purchasingdotdigital.comdotdigital.com.
Personalized Education Series: B2B products often need education. Automation can deliver a tailored drip campaign to new leads or customers, teaching them how to get the most value from your products or services. For instance, after a client makes their first purchase, you could enroll them in a 5-part email series: Day 1, a welcome and product guide; Day 7, a tutorial or use-case example; Day 14, a check-in “how are things going?” with resources; and so on. Dotdigital makes it easy to branch these flows based on engagement – if the customer clicks a link indicating interest in feature X, they might get a bonus email about that feature. These kind of nurturance campaigns deepen engagement and often surface more upsell opportunities.
Marketing automation via Dotdigital thus acts like a tireless assistant, ensuring every customer (or lead) receives timely, relevant touches based on their behavior and profile. Instead of one-size-fits-all newsletters, B2B marketers can deliver segmented, purposeful communications at scale. The outcome: stronger relationships and more sales-ready buyers. Companies leveraging these capabilities have reported not only higher conversion rates, but also improved customer retention and lifetime value, since automated nurturing keeps the brand helpful and relevant over timedotdigital.comdotdigital.com.
Trustworthy Implementation: Creatuity’s Adobe Commerce & Dotdigital Expertise
While the benefits of Dotdigital integration are clear, achieving them requires the right strategy and technical execution. This is where partnering with an expert integrator like Creatuity makes all the difference. Creatuity is a certified Adobe Commerce specialist with deep experience in multi-store retailers and B2B distributors, wholesalers, and manufacturerscreatuity.com. As an official Dotdigital partner, our team understands how to tailor the platform to each client’s unique needs and ensure a smooth deployment.
Seamless Integration: Creatuity’s engineers have in-depth knowledge of the Adobe Commerce–Dotdigital connector and how to extend it. We handle the heavy lifting of syncing customer, product, and order data, including any custom attributes from your ERP or CRM. The result is a seamless Adobe Commerce Dotdigital integration where data flows reliably. For example, if you operate multiple storefronts (different regions or brands) on Adobe Commerce, we configure Dotdigital to aggregate all customer data into unified segments while still respecting any necessary distinctions. Our experience with complex ERP integrations【17†】 means we can connect in-store systems or unique business processes into the Dotdigital workflows as well.
Strategic Planning: Implementing omnichannel personalization is as much a strategy exercise as a technical one. Creatuity’s consultants work with your marketing and sales teams to map out customer journeys and identify key opportunities for automation. We often start by examining the buyer journey for B2B customers (see our insights on enhancing the B2B buyer journey【18†】) to pinpoint where personalization will have the most impact – it could be re-engaging dormant accounts, improving onboarding for new clients, or simplifying re-orders. With a clear strategy, we then use Dotdigital’s tools to build the segments, content, and automation needed. Our status as a calm, knowledgeable advisor means we translate the tech-talk into accessible plans your team can get behind.
Customization and Optimization: Out-of-the-box solutions only go so far. We tailor Dotdigital’s capabilities to your business. This might involve creating custom segmentation rules, designing responsive email templates that reflect your branding, or setting up complex automation programs combining email and SMS steps. Because we are also Adobe Commerce experts, we ensure that any on-site personalization (product recommendations, content blocks, etc.) align with Dotdigital campaigns. Post-launch, Creatuity provides ongoing support to monitor performance and optimize campaigns. We look at analytics (open rates, click-through, conversion, etc.) and refine the personalization rules or timing to continually improve results. Our team might A/B test different incentives in an abandoned cart series, or adjust segment criteria if we see opportunities to better target customers. This hands-on optimization is part of our commitment to maximizing ROI – as we’ve done for numerous clients.
Continuous Innovation: The e-commerce landscape evolves quickly (from new channels like WhatsApp messaging to AI-driven predictions). Creatuity keeps clients ahead of the curve by leveraging Dotdigital’s latest features and advising on a future-ready tech stack. For instance, as a proponent of composable commerce architectures, we can integrate Dotdigital with headless front-ends or other microservices in your ecosystem. (Learn more about how composable commerce can empower scaling for B2B in our blog post【21†】.) Our holistic approach ensures your personalization strategy isn’t in a silo – it complements your overall e-commerce operations, whether that involves integrating with a PIM system for richer product data or using AI tools to generate dynamic content.
Above all, Creatuity prides itself on being trustworthy and strategic. We don’t just set up software; we partner with you to achieve your business objectives. Whether it’s re-engaging customers, boosting conversion rates, or creating a unified omnichannel experience, our team has likely solved a similar challenge before. We aim to make the journey to omnichannel personalization smooth and rewarding, sharing best practices along the way.
Conclusion: Elevating Customer Engagement for Lasting Success
In today’s competitive environment, generic marketing no longer cuts it – especially for B2B and multi-store e-commerce businesses dealing with diverse customer needs. Omnichannel personalization, powered by Dotdigital’s robust platform and Adobe Commerce’s rich data, offers a proven path to elevate customer engagement. The success stories we discussed – from Youngevity’s higher conversions and Lockhart’s revenue jump, to Snuggle Hunny’s re-engagement feats – all underscore a common theme: when customers feel understood and catered to on every channel, they respond with loyalty and spend. Personalized, data-driven customer engagement isn’t just a nice-to-have; it directly drives key metrics like conversion rate, average order value, and retention.
For omnichannel retailers and B2B firms, the journey to this level of personalization may seem complex, but with the right partners it becomes manageable. The integration of Dotdigital with Adobe Commerce is a game-changer, unifying online and offline customer data into actionable insights. Automated workflows then do the heavy lifting – sending that perfect follow-up email or SMS at just the right moment – so no opportunity is missed. The outcome is a win-win: customers get a seamless cross-channel experience that feels intuitive and helpful, and businesses see higher ROI on marketing with less manual effort.
Creatuity’s expertise in implementing and optimizing Dotdigital integrations with Adobe Commerce ensures that you can tap into these benefits quickly and reliably. We bring the technical know-how, strategic guidance, and ongoing support to unlock the full potential of Dotdigital B2B personalization and omnichannel marketing automation for your business. By partnering with us, you gain a trusted ally to navigate the complexities of modern e-commerce personalization – allowing you to focus on what matters most: building strong relationships with your customers across every channel.
Ready to elevate your customer engagement and drive growth? Reach out to our team to explore how a tailored Dotdigital + Adobe Commerce solution can transform your omnichannel strategy. With the right personalization in place, you’ll be well on your way to creating loyal customers and sustainable success in the digital commerce landscape.
