City Beach - Best Tech Awards 2025 Customer Experience
City Beach delivers connected customer experiences with SAP Emarsys Download the DocumentSAP Australia and New
Zealand Best Tech Awards
2025
Zealand Best Tech Awards
2025
Best Tech SAP
Industry WebsiteProduct and Services Featured SAP Solutions
Retail www.citybeach.comYouth fashion, streetwear,
swimwear, footwear, accessories
SAP Emarsys Customer Engagement
City Beach began in 1985 and since has grown into one of Australia’s most recognisable youth lifestyle brands, known for its large-format stores, curated fashion, and strong
connection to surf, skate, and street culture. For many young Australians, City Beach is more than a store. It’s part of how they shop, connect, and express themselves.
As the brand expanded, so did its ambition to serve customers wherever they are. A digitally native audience expected personalised, seamless experiences across online, in-
store, and social channels. City Beach responded with a clear vision: one brand, many touchpoints, unified by data, powered by technology, and centred on experience.
With SAP Emarsys as the engagement engine, EYOS capturing in-store data, and a fast-growing loyalty program now spanning over one million members, City Beach has
created a connected platform that delivers consistent, personalised engagement at scale.
City Beach delivers connected customer
experiences with SAP Emarsys
SAP Customer Experience
Industry WebsiteProduct and Services Featured SAP Solutions
Retail www.citybeach.comYouth fashion, streetwear,
swimwear, footwear, accessories
SAP Emarsys Customer Engagement
City Beach began in 1985 and since has grown into one of Australia’s most recognisable youth lifestyle brands, known for its large-format stores, curated fashion, and strong
connection to surf, skate, and street culture. For many young Australians, City Beach is more than a store. It’s part of how they shop, connect, and express themselves.
As the brand expanded, so did its ambition to serve customers wherever they are. A digitally native audience expected personalised, seamless experiences across online, in-
store, and social channels. City Beach responded with a clear vision: one brand, many touchpoints, unified by data, powered by technology, and centred on experience.
With SAP Emarsys as the engagement engine, EYOS capturing in-store data, and a fast-growing loyalty program now spanning over one million members, City Beach has
created a connected platform that delivers consistent, personalised engagement at scale.
City Beach delivers connected customer
experiences with SAP Emarsys
SAP Customer Experience
Challenges
City Beach has always understood the importance of staying close to its customers, a digitally savvy audience that expects speed, relevance, and
flexibility. As new channels emerged and behaviours shifted, the team recognised that traditional engagement methods were no longer enough.
To keep pace with expectations, City Beach set out to evolve its model by rethinking how systems, data, and communication could work together to
deliver a unified experience.
Several key opportunities were identified:
•Customer data existed across systems but wasn’t fully connected, limiting its ability to drive personalisation
•Marketing execution was effective but manual, making it difficult to scale with growth
•The loyalty program had strong uptake but wasn’t deeply integrated into the broader customer journey
•In-store and online attribution existed, but insights were fragmented and underutilised
Rather than wait for challenges to grow, City Beach made a clear, proactive decision to modernise its approach. The aim was to simplify systems, connect
insights, and shift from channel-based communication to customer-led engagement. At the heart of it all was one goal: to deliver relevant, seamless
experiences that reflect how customers actually shop.
City Beach has always understood the importance of staying close to its customers, a digitally savvy audience that expects speed, relevance, and
flexibility. As new channels emerged and behaviours shifted, the team recognised that traditional engagement methods were no longer enough.
To keep pace with expectations, City Beach set out to evolve its model by rethinking how systems, data, and communication could work together to
deliver a unified experience.
Several key opportunities were identified:
•Customer data existed across systems but wasn’t fully connected, limiting its ability to drive personalisation
•Marketing execution was effective but manual, making it difficult to scale with growth
•The loyalty program had strong uptake but wasn’t deeply integrated into the broader customer journey
•In-store and online attribution existed, but insights were fragmented and underutilised
Rather than wait for challenges to grow, City Beach made a clear, proactive decision to modernise its approach. The aim was to simplify systems, connect
insights, and shift from channel-based communication to customer-led engagement. At the heart of it all was one goal: to deliver relevant, seamless
experiences that reflect how customers actually shop.
Solution
City Beach selected SAP Emarsys to lead its customer engagement transformation, choosing a platform purpose-built for retail that could deliver personalisation,
automation, and scale within a unified system. The rollout began with automated email journeys, but quickly evolved into a broader engagement engine that now
includes:
•App messaging for real-time, relevant updates
•Mobile wallet passes to surface offers and rewards
•Loyalty marketing informed by behaviour and purchase history
•Digital advertising powered by real-time customer data
To bridge the gap between digital and physical, City Beach integrated EYOS. This digital receipt and data enrichment platform captures in-store transactions and links
them to individual customer profiles. With that visibility, the team can deliver more tailored offers and gain clearer attribution across the full customer journey.
In late 2022, a fully integrated loyalty program brought these capabilities together. Members can earn and redeem rewards online, in-store, or via mobile, with
personalised offers triggered by lifecycle stage, behaviour, and channel preference.
Together, SAP Emarsys and EYOS helped City Beach move beyond execution. They enabled the creation of connected, intelligent experiences that reflect how
customers actually shop.
City Beach selected SAP Emarsys to lead its customer engagement transformation, choosing a platform purpose-built for retail that could deliver personalisation,
automation, and scale within a unified system. The rollout began with automated email journeys, but quickly evolved into a broader engagement engine that now
includes:
•App messaging for real-time, relevant updates
•Mobile wallet passes to surface offers and rewards
•Loyalty marketing informed by behaviour and purchase history
•Digital advertising powered by real-time customer data
To bridge the gap between digital and physical, City Beach integrated EYOS. This digital receipt and data enrichment platform captures in-store transactions and links
them to individual customer profiles. With that visibility, the team can deliver more tailored offers and gain clearer attribution across the full customer journey.
In late 2022, a fully integrated loyalty program brought these capabilities together. Members can earn and redeem rewards online, in-store, or via mobile, with
personalised offers triggered by lifecycle stage, behaviour, and channel preference.
Together, SAP Emarsys and EYOS helped City Beach move beyond execution. They enabled the creation of connected, intelligent experiences that reflect how
customers actually shop.
Impact
Loyalty redemption value nearly
doubled YoY – from $8M to $15.8M
1M+ loyalty members – purchasing 60%
more frequently
Email revenue up 80% – driven by
lifecycle automation
City Beach’s investment in personalisation and automation has delivered measurable results across revenue, loyalty, and operational performance, which are all managed by a lean internal team of
just four.
Lifecycle automation now powers over half of all email revenue, contributing to an 80% uplift year-on-year. These journeys span onboarding, loyalty, reactivation, and cart abandonment, coordinated
across multiple channels without increasing manual workload.
The loyalty program, launched in late 2022, has become a cornerstone of customer engagement. In its first year, it scaled to over one million members, who now purchase 60% more frequently than
non-members. Redemption value also rose sharply – from $8 million to $15.8 million in just 12 months.
Operational performance improved in parallel. Emarsys AI helped optimise content delivery and targeting across digital channels, while fulfilment enhancements ensured faster delivery and a better
purchase experience.
Key results include:
80% email revenue uplift from automated lifecycle journeys
1M+ loyalty members, purchasing 60% more often than non-members
97% growth in redemption value, from $8M to $15.8M
18% revenue per session uplift, driven by Emarsys AI
11% store upsell increase through smarter recommendations
17% drop in cart abandonment, thanks to faster fulfilment and local shipping
These outcomes reflect a retail model that is not only data-led and scalable, but deeply focused on delivering consistent, customer-first experiences.
Loyalty redemption value nearly
doubled YoY – from $8M to $15.8M
1M+ loyalty members – purchasing 60%
more frequently
Email revenue up 80% – driven by
lifecycle automation
City Beach’s investment in personalisation and automation has delivered measurable results across revenue, loyalty, and operational performance, which are all managed by a lean internal team of
just four.
Lifecycle automation now powers over half of all email revenue, contributing to an 80% uplift year-on-year. These journeys span onboarding, loyalty, reactivation, and cart abandonment, coordinated
across multiple channels without increasing manual workload.
The loyalty program, launched in late 2022, has become a cornerstone of customer engagement. In its first year, it scaled to over one million members, who now purchase 60% more frequently than
non-members. Redemption value also rose sharply – from $8 million to $15.8 million in just 12 months.
Operational performance improved in parallel. Emarsys AI helped optimise content delivery and targeting across digital channels, while fulfilment enhancements ensured faster delivery and a better
purchase experience.
Key results include:
80% email revenue uplift from automated lifecycle journeys
1M+ loyalty members, purchasing 60% more often than non-members
97% growth in redemption value, from $8M to $15.8M
18% revenue per session uplift, driven by Emarsys AI
11% store upsell increase through smarter recommendations
17% drop in cart abandonment, thanks to faster fulfilment and local shipping
These outcomes reflect a retail model that is not only data-led and scalable, but deeply focused on delivering consistent, customer-first experiences.