By leveraging automations across an integrated ecosystem, this Australian sports retailer scaled personalised marketing, without scaling their team.
Sportsmart is an Australian sports retailer with over 60 years of market presence in Melbourne. Operating through three physical stores and a growing digital presence, the brand competes with national giants like Rebel Sport.
Since transitioning to Shopify and integrating Mailchimp in 2024, the business has shifted toward a digital-first, omnichannel operation.
Prior to 2024, Sportsmart’s marketing platforms operated in isolation. The primary challenges included:
“We were spending too much time managing campaigns manually and not enough time actually improving them.” - Daniela Montenegro, Senior Marketing Manager
Sportsmart implemented an integrated tech stack to centralise customer data and automate engagement:
“Being able to segment by things like store, suburb, and sport has completely changed how targeted our email campaigns are.”
“Mailchimp’s automation means we don’t have to manually manage every campaign. Customer emails go out at the right time without adding extra work for the team.”
The shift to a more integrated approach along with leveraging Mailchimp automations has led to significant impact for the business:
Daniela says: “Automations have helped us stay consistent with customer communication while saving a significant amount of time.”
year-on-year increase in Audience Conversion Rate.
email now drives ~10% of total revenue attributed to digital marketing.
Hours saved per week for lead marketer from automation flows.
By treating its digital platforms as a unified team, Sportsmart has successfully helped to transform a 60-year-old brand.
For Sportsmart, Mailchimp strikes the right balance between sophistication and ease of use. And the integration of Mailchimp and Shopify allowed a lean marketing team to execute complex, personalised strategies that increased both digital ROI and physical store engagement.