The best ideas are not necessarily complicated. We designed a reactivation campaign for the UrbanStore.cz e-shop with branded clothing, which will appeal to customers who have not bought anything from the e-shop for a long time. She won 1st place in the WebTop100 competition for her original concept.
„We wanted to make maximum use of all the data we have about each customer – web tracking, transaction history and their preferences.„
UrbanStore.cz uses the IBM Marketing Cloud tool, in which it stores all customer data. Thanks to this, we knew how much time had passed since the last purchase, whether the customer had visited the e-shop again since then and, if applicable, what goods he was looking at. At the same time, however, we did not want to annoy and bore customers with a classic sales incentive.
The newsletters are therefore informative in nature - they draw attention to collections of preferred brands and are supplemented with, for example, the latest review from Heureka.cz. Each customer receives a newsletter only once every few months and always focuses on collections that have the potential to interest them.
„Retaining an existing customer is key these days. And also cheaper than getting a new one.„
We evaluated the campaign mainly on the basis of interest in the newsletter. For this purpose, the open rate metric, which has maintained high values between 26 and 53 %, is fully sufficient. The campaign has long been the 3rd most successful in terms of sales, traffic and average order value.
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