The Business
Luisaviaroma.com is a top online luxury fashion destination that features an exclusive selection of new collections from 600 established designers, as well as young, emerging talents.
The Challenge
- Grow revenue
- Maintaining a leading customer experience
- Improve relevancy
The Luisaviaroma.com marketing team identified significant growth potential for their email channel but needed the tools and strategic guidance on how to maximize the potential of this revenue stream. Using only a handful of lifecycle campaigns and newsletters, Luisaviaroma.com wanted to develop its email campaign coverage without compromising the excellent experiences the brand provided.
Despite this, Luisaviaroma.com saw continued success and international growth, which caused the size of their customer database to expand at such a pace that the marketing team was facing data overload. With so much content and so many subscribers to contend with, resource availability prevented them from being able to deploy complex customer journeys that could deliver tailored customer experiences.
The email channel was also viewed as an underused resource for engaging online customers, with only a limited number of on-event campaigns available and no real way to verify that the right automated strategy was being used. The marketing team wanted to improve interactions with Luisaviaroma.com customers across the various touchpoints, developing a relevant and comprehensive follow-up email strategy that could use key browsing and purchase events.
– Marco Ritratti,
Email Marketing Manager, Luisaviaroma.com
“Using a one-size-fits-all strategy for all of our customers resulted in a loss of engagement and interest in our marketing communication. The simple truth was that this lower engagement was hurting our revenue.”
The Solution
AI-Driven Personalization with Emarsys
The company wanted to deliver a luxurious customer experience through consistent, high-quality, personalized interactions. The comprehensive data processing and analytical capabilities of Emarsys helped them reveal the key aspects of their customers, which could then be strategically mapped to key automation events.
Increased Conversions with a Unified Brand Experience
With its blend of analytics, execution, and strategic guidance, Emarsys enabled Luisaviaroma.com to design and optimize their entire strategy bespoke to their unique business case, and deliver an excellent, unified brand experience.
By providing a much higher level of content customization, Luisaviaroma.com enjoyed not only an increase in email engagement, but also, improved conversion rates from their new customer journeys.
Complete customer overview
Clear and detailed analytic capabilities enabled the Luisaviaroma.com marketing team to build complete customer overviews and use key indicators such as email and website engagement, preferences, or purchase behaviors in their campaigns to optimize the customer journey.
Data-driven customer journeys
Using smart event triggers for campaigns that would automatically tailor content based on behavior, lifecycle stage, or status, Luisaviaroma.com was able to automate treatment layers that delivered individually tailored content.
Easy to execute automation
Emarsys’ cross-channel automation capabilities made it easy to build complex automated engagement programs using data-driven insights. The Emarsys strategic team identified the best combination of programs to implement that would complement and enhance their existing business strategy.
Multi-language Journey Optimization
Luisaviaroma.com were given tools to analyze and review the performance of existing automated journeys, identify gaps in coverage, and highlight areas for improvement. The marketing team tailored their automation strategy to strengthen customer engagement and then used Emarsys to personalize and scale engagements across all 8 languages.
The Impact
The comprehensive data processing and analytical capabilities of Emarsys helped reveal the key aspects of the Luisaviaroma.com customers, which could then be strategically mapped to key automation events.
By strengthening the capabilities of their email channel with smart automation, developed to meet their specific business needs, the brand grew the performance of their web channel, and strengthened loyalty and retention.
“Emarsys helped us to build and progressively optimize a strategy centered around our customer journey that not only resulted in a huge improvement in all of our CRM KPI’s, but also clearly quantifiable revenue gains.”
