Leading equestrian brand Ariat set out to rethink how onsite experiences could convert anonymous visitors into known customers, while collecting richer first-party data to support more relevant CRM activity across European markets.
Ariat refreshed its onsite lead generation using Epsilon Accelerate, redesigning campaigns to create stronger reasons for visitors to engage.
New lead generation experiences were launched across seven English-speaking EU domains and a dedicated French site, targeting both new and returning visitors. Creative was optimised with animated formats, competition-led incentives and urgency messaging, including countdowns to drive action.
In addition to email addresses, campaigns captured declared gender and product interests across Ariat’s core categories, creating a richer first-party data set designed to support more relevant CRM and email remarketing activity.
The redesigned approach delivered a step change in lead generation efficiency across markets, and accelerated first-party data growth.
By pairing higher volumes with richer declared data, Ariat strengthened its ability to personalise ongoing customer communications and drive repeat engagement. Following the success of the activity, the brand is now exploring further onsite engagement formats, including gamification-led experiences, to continue building long-term customer value.