Meet Norths Collective
Norths Collective is a hospitality and wellness group operating six clubs and two fitness centres across Sydney and Tweed, New South Wales. Their mission is to create warm, welcoming spaces where communities can connect and thrive.
With thousands of members and multiple venues, making communication truly personal was a real challenge. Generic emails weren’t cutting it anymore. Norths Collective needed a better way to engage members in a way that actually felt personal, not just another message in their inbox.
The Challenge: Great Data, But Not Much Use For It
Norths Collective had plenty of member data but wasn’t tapping into its full potential. Messaging was broad and one-size-fits-all. There wasn’t a clear view of who their members really were, how they interacted with each club, or what messaging would actually resonate.
Robert Lopez, Chief Marketing and Innovation Officer, summed it up:
“We needed to move to real, one-to-one communication with our members. That meant getting a proper 360-degree view, using our data better, and creating marketing that actually spoke to people.”
To make it happen, they needed the right technology and the right partner.
The Fix: Smarter Tools, Better Data, Real Results
That’s where Xenai Digital stepped in. By rolling out Salesforce CRM and Marketing Cloud, we helped Norths Collective get a true understanding of their members and connect with them in smarter, more meaningful ways.
Here’s what Xenai Digital delivered:
Consolidated all member data into a single, central hub using Salesforce CRM.
Designed tailored marketing journeys that adapt to each member’s behaviour and preferences.
Enabled messages to go out across email, SMS, and even printed mail, based on how each member prefers to be contacted.
Built easy-to-use dashboards so managers can make better, faster decisions.
Trained the internal team and provided ongoing support as they scaled their marketing efforts.
The Results: Personalisation That Works
This was more than just a technology upgrade; it was a complete change in how Norths Collective approached marketing, and it paid off:
Email open rates soared from 22% to up to 70% on some campaigns.
The average open rate now sits around 40%, well above the industry average.
A personalised campaign for a Kate Ceberano concert sold out two shows in less than three weeks.
Renewal campaigns now achieve higher retention rates, thanks to channel-specific reminders and dynamic content.
This transformation laid the groundwork for Norths Collective’s ongoing CX journey, supporting further innovation, new integrations, and a commitment to delivering smarter, more connected member experiences.
What Changed For Their Members
Switching to dynamic content meant members now only receive messages that actually matter to them. Older members aren’t getting updates about gaming nights, and younger members aren’t being invited to bingo. Even the subject lines change based on who’s receiving them.
Renewal reminders now reach members through their preferred channel, at the right time. If someone prefers SMS and email, they get both. If they’d rather receive a letter, the system ensures that happens. These small but significant changes have made a real difference.
“Salesforce is powerful,” Robert said, “but without a partner like Xenai, we wouldn’t have known where to start. They didn’t just build the system. They got to know our business, aligned with our goals, and helped us grow into the platform.”
The Takeaway
Norths Collective has shown that personalisation at scale isn’t just possible, it’s a game-changer. With the right technology and support, they’ve turned data into connection and marketing into genuine conversation.
Ready to see what real member engagement looks like? Chat with Xenai Digital about how we can help your organisation deliver smarter, more meaningful experiences.