For just shy of a century, the iconic Australian brand R.M. Williams has been proudly handcrafting leather boots, clothing, and accessories, shaping modern style through artisanal techniques. What began with the brand’s namesake, Reginald Murray “R.M.” Williams, crafting a boot from a single piece of leather in his Adelaide workshop has grown into a global business, with stores across Australia, New Zealand, the U.S., and the UK, and nearly a thousand stockists worldwide.
In a retail market reeling from stagnating economies and ever-constricting budgets, R.M. Williams turned to Wunderkind to help convert anonymous website visitors into high-value customers. We sat down with Petr Tu, Performance Marketing Manager at R.M. Williams, to discuss how Wunderkind empowered the brand to do more with less.
Turning Unidentified Visitors Into Revenue
A major challenge for any retail brand is that up to 95% of their website traffic remains unidentified, making it extremely difficult to understand shopper intent, deliver personalized offers, and ultimately convert browsers into buyers. This blind spot leads to missed revenue opportunities, as highly interested shoppers often leave without making a purchase or creating an account, vanishing before brands can re-engage them. And this was no different for R.M. Williams.
As Peter put it, “Unidentified traffic to our website, like most brands, we did nothing with them. To be able to capture them, put them into our database, and message them at a later time was such a huge advantage that we never had before.” The introduction of Wunderkind’s identity resolution technology allowed the team to recognize users, collect their email addresses, and begin nurturing them through more tailored communication.
Reviving the Abandoned Cart Journey
Before working with Wunderkind, R.M. Williams’ abandoned cart experience was “just really poor.” The program wasn’t driving the revenue they hoped for, and many users who almost converted were simply lost. Wunderkind’s abandoned cart journey for retail brands leverages advanced identity resolution to recognize and re-engage both known and previously anonymous shoppers, delivering highly personalized email or SMS reminders that convert browsers into buyers at scale.
By partnering with Wunderkind, R.M. Williams was able to drive 6x more abandoned cart purchases than it did before, driving a staggering $500k+ in additional revenue. That’s not a small lift, it’s a complete transformation of a key part of the customer journey.
Driving Efficiency and Savings by Making Owned Channels the Core Strategy
In an industry where paid media often dominates marketing strategy, R.M. Williams made a conscious shift toward owned channels, with Wunderkind playing a critical role. Rather than paying more and more to get traffic to its website, Wunderkind AI-powered identity resolution recognized anonymous site visitors and triggered highly personalized messages, leading to increased revenue and improved customer retention.
This approach allowed R.M. Williams to dramatically save on rising paid media costs, scale high-performing one-to-one campaigns, and convert more traffic efficiently.
“Paid was seen as where we should invest more of the money. But in actual fact, the owned channels are where the organic growth will go. And paid will be a supplement to that.” This pivot allowed the brand to focus on long-term growth and customer lifetime value instead of short-term acquisition metrics.
Beyond the ESP
Most ESPs only recognize logged-in users or existing email subscribers with persistent cookies, which means they miss a large portion of anonymous site visitors and the behavioral data necessary for truly personalized, high-intent messaging.
R.M. Williams were missing 10x of returning visitors as their ESP was not recognizing them. With Wunderkind, it was able to collect and activate the deep intent signals and historical data needed to trigger timely, relevant campaigns at scale, driving significant revenue opportunities.
Final Thoughts
By partnering with Wunderkind, R.M. Williams didn’t just improve its email capture or cart abandonment strategy — it fundamentally reshaped its approach to customer engagement. With identity resolution and smarter use of owned channels, the brand saw measurable performance lifts, increased efficiency, and a path to sustainable, long-term growth.
In today’s challenging retail environment, R.M. Williams proves that success isn’t just about spending more, it’s about marketing smarter.