22% Upsell: A Retailer's Data-Driven Case Study

Introduction

In today's competitive E-Commerce market, delivering personalized experiences tailored to each customer has become a critical factor for success. However, many E-Commerce businesses face a triple challenge: fragmented customer data scattered across online and offline channels, increasingly complex marketing channels, and ever-growing customer expectations. These challenges are particularly pronounced for retail businesses with physical stores that are also focusing on E-Commerce.

This white paper explores how a jewelry retailer tackled these challenges and achieved remarkable results by implementing Antsomi CDP 365, a customer data platform (CDP). This case study offers valuable insights and actionable strategies not only for the jewelry industry but for all E-Commerce businesses and advertising agencies striving to adopt customer-centric marketing approaches.

Chapter 1: Challenges Faced by the Brand

The brand has grown into the country's leading jewelry brand, operating over 350 physical stores nationwide. However, as the E-Commerce market rapidly expanded and customer behaviors diversified, they encountered several business and marketing challenges:

Fragmented Online and Offline Data Silos Customer data from physical store purchases, online store interactions, loyalty programs, and other sources were fragmented, making it difficult to gain a holistic view of customers.

Delayed Personalization Due to fragmented data, they struggled to deliver timely and personalized offers tailored to individual customer needs and preferences, relying instead on generic marketing strategies.

020 Marketing Challenges They faced difficulties in creating effective Online-to-Offline (020) and Offline-to-Online (020) campaigns, such as driving online customers to physical stores or connecting in-store experiences with online engagement.

Inefficient Marketing Mass marketing campaigns that were not data-driven failed to resonate with customers, resulting in low advertising ROI and limited marketing efficiency. These challenges are common among businesses with both physical stores and E-Commerce channels. Integrating and leveraging customer data is essential for improving customer experiences, maximizing marketing efficiency, and driving revenue growth.

Chapter 2: Transformation with Antsomi CDP 365

To overcome these challenges, the brand implemented Antsomi CDP 365, an AI-powered customer data platform that integrates online and offline customer data to create a 360-degree customer view. The platform enabled them to execute the following strategies and achieve significant results:

Unified Customer Data and Single Customer View They integrated diverse data sources, including POS data from physical stores, E-Commerce platform data, loyalty program data, website and mobile app behavior data, and advertising data. This allowed them to manage customer IDs, transaction histories, and behavioral data in a centralized system, enabling a deeper understanding of each customer.

Real-Time Marketing Automation Using unified customer data, they automated the delivery of personalized messages triggered by customer actions (e.g., website browsing history, abandoned carts) in real-time through channels such as email, SMS, and app push notifications. This improved customer engagement and conversion rates.

Enhanced 1:1 Personalization and Recommendations AI-driven analysis of past purchase and browsing histories enabled the brand to predict products of interest and deliver personalized recommendations across channels like websites, apps, and emails. This enhanced customer experiences and boosted purchase intent.

020 Campaign Execution They launched 020 campaigns leveraging QR codes to connect online and offline experiences seamlessly. For example:

• Scenario 1: A customer browses jewelry online. When the customer visits a physical store, the CDP provides personalized in-store offers based on the customer's online browsing history, encouraging purchase with exclusive discounts.
• Scenario 2: A customer scans a QR code at a physical store. Based on past purchase or browsing history, the CDP displays personalized product recommendations on the customer's smartphone, expanding their options and encouraging online engagement.

Lifecycle-Based Marketing They segmented customers using RFM analysis (Recency, Frequency, Monetary value) based on purchase frequency and last purchase date. Tailored messages and offers were delivered to each segment, such as reactivation campaigns for dormant customers, deepening customer engagement.

Results Within the duration of implementing Antsomi CDP 365, they achieved:

• Uplift of 5X redemption rate when 1:1 personlised coupons were offered
• 22% increase of upsell at stores

These results were achieved despite reduced traffic during COVID-19 lockdowns, highlighting the effectiveness of Antsomi CDP 365.

Chapter 3: Key Takeaways and Antsomi CDP 365 Features

Their case study demonstrates the transformative power of strategic customer data utilization for E-Commerce businesses. Particularly for businesses with both online and offline channels, integrating and leveraging customer data to enhance customer experiences is essential for maintaining competitiveness.

Key Features of Antsomi CDP 365 Antsomi CDP 365 supported the brand's success through the following core functionalities:

• Data Integration and Customer Profiles: Unified customer data from online, offline, CRM, social media, and advertising sources to create comprehensive customer profiles.
• Insights and Analytics: Enabled customer segmentation, RFM analysis, and predictive analytics for targeted marketing strategies.
• Marketing Hub and Automation: Automated delivery of personalized messages across multiple channels (email, SMS, web push, app push, digital ads) based on customer behavior and lifecycle.
• API Hub and Integration: Seamlessly integrated with existing marketing tools and systems via APIs.
• Omnichannel Solutions: Provided consistent, personalized experiences across all customer touchpoints, including QR code-driven 020 marketing.
• AI and Machine Learning: Leveraged AI for advanced customer data analysis, segmentation, personalization, and recommendations.

Implications for Advertising Agencies For advertising agencies, Antsomi CDP 365 serves as a powerful tool to support E-Commerce clients in executing data-driven marketing campaigns, enhancing customer engagement, and driving revenue growth.

Conclusion

The brand's case study highlights the importance of customer data-driven marketing strategies for E-Commerce businesses across industries. Antsomi CDP 365 empowers businesses to integrate, analyze, and act on customer data, enabling deeper customer relationships and sustainable growth.

While they operate in the jewelry industry, their data utilization and 020 strategies offer universal lessons for E-Commerce businesses in various sectors. By leveraging tools like Antsomi CDP 365, businesses can elevate customer experience value and achieve significant growth in today's competitive market.