Case Study

Case Study – Fabricland Finds That Automated Human Voice Messaging Trumps In-Store Associates’ Invitations

“We were reluctant to test the automated system based on the assumption that our customers would dislike receiving pre-recorded calls. In fact, we received quite a bit of positive feedback that the recording was clear, short, and easy to understand. All in all, the use of SPLICE’s Automated Voice Marketing exceeded our objectives, with none of the downside we were worried about.”

Lisa Millard

General Manager, Advertising & Marketing


Fabricland, a Canadian fabric retailer, prides itself on the prevalence of their Spectacular Sewing Club, their innovative rewards program that provides members with savings and other benefits. Looking for opportunities to continue to grow their customer engagement within this group, Fabricland recognized that they needed a way to guarantee that members were receiving invitations to their special events.
A personalized communication solution that connected to their entire database to drive response rates was the answer. Turning to SPLICE automated notifications, Fabricland achieved immediate results, increasing in store traffic and sales, all while reducing overall event costs.

Market Challenges

Cost Maintenance

As costs escalated for other media, Fabricland needed a solution that would minimize costs while maximizing reach and return.

Time to Market

Internal IT was slow and could not provide a solution for this initiative that would be able to go to market in a timely manner.

Constrained Resources

Due to the company’s size, protocol and other marketing commitments, limited resources were available for this initiative. Looking for a solution that streamlined costs, and internal resources, Fabricland turned to SPLICE.


The SPLICE Solution delivered timely, branded messages to club members who had provided express consent, increasing both the accuracy and quality of messages received by the loyal members.

Driving Results

Fabricland implemented a Pilot Project to use SPLICE’s automated voice notifications to notify Sewing Club members of VIP events and offers. A personalized and friendly voice message, promoting their corporate image and brand was delivered specifying the event details and the associated benefits. Both Corporate and Franchised Fabricland stores found that these messages were received much better than those left by their sales associates, and were more effective at driving in-store traffic and sales, as well as overall customer engagement, both at the event and with the brand in general.

A Better Customer Experience

Fabricland operates throughout Canada, with a focus on speaking the customers language – in culturally diverse regions – all while maintaining their brand identity. Customers are happy to interact with the brand as it makes them feel like they’re part of something special. In order to maintain their brand identity, the messaging had to be a perfect match. With the SPLICE Team of Linguists and Voice Talents, the messaging fit the brand and emphasized the call-to-action.


Fabricland found that integrating SPLICE into their existing systems was fast, efficient and cost effective. Plus, the impact on their IT resources was minimal.



SPLICE: dramatically faster, better, and always safe.

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