Skip to main content


Digital Transformation: An Equipment Rental Industry Case Study

What Stage Of Digital Transformation Is Your Business Currently In?

In a rapidly evolving business landscape, industries across the board are constantly seeking innovative ways to stay competitive and relevant. The story of one equipment rental leader’s journey serves as a compelling example of how embracing technology and leveraging data can pave the way for transformative change.

Leveraging Technology to Create Opportunity

Our client in the equipment rental industry was growing rapidly, but its database and marketing solutions were not scalable. They were finding that their systems were inflexible and they weren’t able to adapt to meet digital transformation goals such as personalized and dynamic email marketing.

They needed a digital transformation. The company understood that data wasn’t merely a buzzword but a valuable asset that could guide decision-making, streamline operations, and enhance customer experiences.

They had invested in Adobe Commerce and Marketo Engage, but were using both products independently. They quickly realized an important business requirement wasn’t being met: the ability to understand, and remarket to, customers who abandoned their cart.

The company engaged Perficient, an Adobe Platinum Partner, to implement our custom Adobe Commerce-Marketo Engage Connector, which seamlessly passes data points from abandoned carts to Marketo Engage. The two connected platforms could collect and analyze data in real time, allowing the company to better understand the buyer’s behavior and nurture them through the buying journey.

Elevating Customer Experiences

In a customer-centric world, enhancing experiences is paramount. The company was able to improve their customer experience by creating personalized drip campaign emails and using abandoned cart data to personalize emails to customers with a reminder to reserve their equipment before it becomes unavailable.

Data is updated in real time so as the customer adds and removes items from their cart, the connector automatically analyzes the data and provides availability updates, ensuring that the latest product recommendations display in an email and link directly back to the cart to complete the reservation.

Prior to executing our Adobe Commerce-Marketo Engage Connector, the abandoned cart conversion rate was approximately 1.9%. Following our work, a very short time after our launch, conversion increased to 7.9%. The company expects this will translate to approximately $5.6M in revenue within one year of launch. And, with abandoned cart project enhancements on the roadmap, Perficient expects to help the client increase this abandoned cart conversion rate and further increase attributable revenue.

The work we completed even won an award – The Engager – at the Adobe Experience Maker Awards.

Want to find out more about this company’s success? Read the full story here.

Perficient partners with companies every day to create digital transformation with similar results. Contact us to learn more.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

April Deibert, Technical Architect

April Deibert is a Technical Architect with the Marketing Automation Team, a part of the Digital Marketing Solutions/Experience Design Practice at Perficient. She formulates strategy and architects technical solutions to deliver results with Marketo Engage, Marketing Cloud Account Engagement (formerly Pardot), Salesforce, and many third-party integrations.

More from this Author

Follow Us