Ardington Ltd. is the parent company that owns multichannel retailers Pia Jewellery, Museum Selection and Culture Vulture Direct. The Challenge Ardington had lifecycle programs in place across their three brands using Upland Adestra’s Automation Program Builder. However, they realized that the programs were not performing as well as they could be. They had all the basics in place, but they needed to build on this, and optimize for their differing brand audiences as well as online and offline customer journeys. For example, they discovered that in some cases customers were being sent post-purchase upsell emails before receiving their initial order. The Solution Supported by their Account Manager, Ardington reviewed their email communications across the customer lifecycle, analyzing

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