Answear

Goals

Answear wanted to change their focus from being a customer-acquisition based business to a company focused on customer retention. They wanted to build customer loyalty and increase the number of repeat purchases customers made by leveraging marketing automation and customer behavioral data.

Solution

Answear leveraged ExpertSender’s advanced database system to import customer behavioral and transactional data so they could send automated communications at the right time and in the most appropriate way. This data ranged from their shopping habits to purchasing frequency, average order value, website activity, device usage and their Answear Club point balance from Answear’s loyalty program.

Customers that make multiple purchases are more valuable than those who make only one purchase. This is why it is crucial to aim at building long-term customer loyalty in first-time buyers. As the first impression is the best impression, communication with a client should be highly personalized from the get-go. Why it’s so important to encourage one-time buyers to make further purchases?

First-time buyers

Are sent welcome campaigns followed by introductory campaigns, the purpose of which is gathering information about the customer.

Active customers

Are sent behavioral triggers based on their purchase history and website activity, which include cross sell and up sell messages, along with anniversary, birthday and loyalty offers.

Customers with decreasing activity

Are sent communications and multistage reactivation campaigns that are designed to re-engage their customers

Customer lifecycle

Ścieżka zakupowa konsumenta Answear od momentu rozpoczęcia pracy z ExpertSender.

With an active workflow automating the whole complex process of communication with a customer, no client is left aside. At the same time, no client is sent irrelevant, superfluous emails which are unlikely to boost sales. Instead, each of them receives a highly contextualized and personalized message at the right time.

4,5% of total sales was generated by marketing automation.

Results

The share of company sales attributed to marketing automation grew by 60% in the first 6 months of using ExpertSender.

This represented an increase of 2.8% to 4.5% of total sales thanks to the email channel.