Content at scale. Campaigns that convert.
We run AI-native marketing operations for retail brands across SMS, email, social, and voice.
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Managing our consumer experience is complex. The communications and clarity we now get are taking that complexity away. Through a simplified, harmonized approach, Firstsource has created a solution with a consistent methodology and real benefits at its core."
WHY THIS MATTERS
Marketing output is under pressure
Retail marketing teams must produce more, faster, across more channels, with fewer people, and CFOs want proof every campaign converted.
Revenue Lift
10%–15%
Personalization driven by AI typically delivers a 10 to 15 percent revenue lift for retailers, with top performers reaching up to 25 percent. This directly impacts the top line by converting more customers and increasing share-of-wallet among loyal shoppers.
McKinsey & Company, What is personalization? (2023)
Budget Efficiency
20%–30%
Tightening marketing efficiency can free up 20 to 30 percent of your marketing budget, which can be redirected to growth initiatives or used to improve margins. This bottom-line impact comes from diagnosing savings opportunities and setting measurable performance targets.
Implement Consulting Group, Marketing Efficiency (2024)
AI Revenue
80%
Four out of five retail and CPG respondents said AI increased annual revenue, with 25 percent reporting revenue growth exceeding 20 percent. AI adoption is now a proven revenue driver rather than an experiment, directly impacting both top-line growth and profitability.
HKT Enterprise, State of AI in Retail and CPG: 2025 Trends
PROVEN OUTCOMES
Marketing that compounds: sales, loyalty, and reputation
Numbers from production retail engagements, not modeled projections or pilot conditions.
£130M
sales through lead program
End-to-end lead generation and campaign delivery for a leading DIY retailer's kitchen and bathroom operation delivered £130M in sales in 2023. The program spanned UK, Romania, and South Africa.
45%
Goodwill spend reduction
Marketing-led recovery program for a leading US fast-food brand replaced monetary vouchers with an app-credit mechanism. Goodwill spend fell 45% while CSAT on the program team reached 92%.
23%
dissatisfied customers converted to app
The Extra Mile program moved advisor communications from scripted macros to authentic brand voice for a leading US fast-food brand. 23% of dissatisfied customers converted to registered app users generating repeat visits.
Top 5
UK ICS complaint handling ranking
A marketing-led VoC and brand ambassador program contributed to a leading international pizza brand achieving a top five ICS complaint handling ranking in 2021. The program also delivered approximately £100K in goodwill cost savings.
Capabilities deep dive
Four marketing capabilities. One campaign operation.
Marketing capabilities operated end to end, from content production through campaign delivery, brand compliance, and goodwill management.
Brand-compliant content at retail volume
Firstsource produces pre-acquisition and brand content at the volume and speed retail marketing operations require, using AI-native workflows that maintain brand tone and compliance at scale. Content production operates within the same SLA and quality framework as CX delivery.
- Pre-acquisition content at scale
- Social media content production
- Brand compliance QA framework
- Peak-period content surge capability
SMS, email, voice, and social. One production model.
Firstsource delivers and manages multichannel marketing campaigns across SMS, email, voice outreach, and social channels, with production infrastructure designed for retail peak patterns. Campaign delivery is measured against conversion and cost, not activity.
From on-brand to authentically on-brand
Firstsource embeds brand operations capability into the contact and content estate, ensuring the tone, personality, and compliance standards of the retail brand are upheld at every customer touchpoint, not just within formal marketing output.
- Tone-of-voice training program
- Brand ambassador role
- Weekly VoC insight to brand team
- Social personality calibration
- Compliance and escalation framework
- Brand immersion for new advisors
Right offer. Right moment. No margin erosion.
Firstsource designs and manages promotional and goodwill content frameworks that apply the right offer at the right moment without reflexive over-spend.
- Goodwill framework design
- App-credit mechanism implementation
- Voucher and promotional management
- Cost-per-resolution optimization
- Dissatisfied-to-loyal conversion tracking
- ICS complaint handling compliance
CLIENT SPOTLIGHT
Complaint recovery that strengthened loyalty
How a leading US fast-food brand improved customer recovery while reducing goodwill spend.
A leading US fast-food brand wanted to improve the effectiveness of its complaint recovery program without increasing the cost of resolving customer issues. Existing recovery processes were driving high goodwill spend while doing little to strengthen long-term customer relationships.
Firstsource reimagined the customer recovery operation to deliver more consistent, brand-aligned experiences and stronger commercial outcomes. The transformation reduced goodwill spend by 45%, achieved customer satisfaction 18 points higher than the core operation, and converted 23% of dissatisfied customers into registered app users.
Firstsource reimagined the customer recovery operation to deliver more consistent, brand-aligned experiences and stronger commercial outcomes. The transformation reduced goodwill spend by 45%, achieved customer satisfaction 18 points higher than the core operation, and converted 23% of dissatisfied customers into registered app users.
45%
reduction in goodwill spend
WHO WE SERVE
Marketing services for every retail segment
Six retail segments, each with a different content challenge and a different campaign conversion requirement.
QSR and food service
45% goodwill spend reduction. 92% CSAT.
Franchise-scale brand communication requires recovery frameworks that feel authentic at every touchpoint. Firstsource has redesigned recovery marketing programs for leading QSR brands, delivering CSAT improvements and material cost savings.
Large-format and DIY retail
£130M sales through the lead program
Kitchen and bathroom retail requires sustained outbound lead generation across voice and digital. Firstsource operates end-to-end lead generation for a leading DIY retailer, delivering over £130M in sales in 2023.
Consumer electronics and home appliances
Trustpilot 2.6 to 4.4. Brand-best score
Consumer electronics brands compete on review platform reputation. Firstsource Trustpilot incentive programs and text review channel integration lifted a leading consumer brand to its highest-ever score.
Fashion and apparel retail
6,000+ contacts cleared in peak fortnight.
Fashion retail requires marketing campaigns timed to seasonal buying patterns and informed by live contact data. Firstsource delivers multichannel campaigns calibrated to retail peak patterns for fashion and apparel clients.
Health, beauty, and premium retail
Abandonment held at 1.71% against a 5% target.
Premium retail requires every customer touchpoint to reflect brand values accurately. Firstsource brand operations capability maintains premium tone, compliance, and personalization standards at contact center scale for health and beauty clients.
Furniture and home retail
90%+ answer rate. CSAT at highest-ever recorded level
Large-ticket retail generates emotionally charged complaints. Firstsource recovery marketing programs retain customers through calibrated goodwill and authentic brand communication, preventing escalation to review platforms.
PROOF OF DELIVERY
Three marketing results. Three retail clients.
Three different marketing challenges, three outcomes, all from live retail operations.
£130M
retail sales generated
End-to-end kitchen and bathroom lead generation for a leading DIY retailer across three countries. Delivered in 2023.
45%
goodwill spend reduction
Recovery program redesign for a leading US fast-food brand. 23% of dissatisfied customers converted to registered app users.
Top 5
UK ICS complaint ranking
Brand ambassador VoC program and goodwill redesign for leading international pizza brand. £100K cost savings delivered with ICS recognition.
TESTIMONIAL
Operators who changed how they run retail
We have come so far in this time and it's really down to all of your hard work. It's also worth pointing out that our competitors didn't make it onto any of the lists below. Thank you to everyone who has been involved in this journey of transformation.
You took over a significant backlog with zero experience of our business, right at the start of Retail Peak and Black Friday. You took control, spoke to customers without them having to wait. Being there for customers made a massive difference, taking us to a whole new level.
Managing our consumer experience is complex. The communications and the clarity we get from [Firstsource] is taking that complexity away. Through a simplified, harmonized approach, they have created a solution with a consistent methodology showing real benefits at its core.
INSIGHTS
Latest from the Firstsource team
Insights from the field, real operations, real outcomes, and perspectives from the people making it work in live operations.
CONTACT US
More campaigns won't fix it. Better customer signals might.
Get a retail marketing assessment from the team that runs campaigns.
- Operator-led assessment focused on conversion, retention, and customer lifetime value.
- Campaigns built around your customers, trading calendar, and channel mix.
- Delivery experience across email, SMS, social, loyalty, and personalized engagement programs.