Improving relevancy and maximizing online & in-store revenue

Mélodie Charles – Customer Marketing Director

Conforama

“We are in an essential phase of digital transformation and we want to excel in personalizing our customer communications to increase campaign impact, that’s why we chose Tinyclues.”

Context and Challenges

• Needed to drive an essential phase of digital transformation that included excelling at communication relevancy by moving away from mostly generic campaigns.
• From scented candles to sofas and TVs, Conforama needed to promote a large catalog and accelerate their campaign strategy without over-soliciting clients.
• In a highly competitive market, they needed to maximize customer experience and campaign revenue.
• Needed to inspire their customers to renew and redecorate their interior and increase repeat purchases across a broad product range.

Solutions and Use Cases

• Fast implementation of the solution, able to run their first campaigns in 4 weeks, just in time for a major sporting event.
• Started a new campaign strategy by adding 4 follow-up campaigns to promote the star products of their weekly newsletters and increase the impact of their campaigns.
• Increased efficiency of partner marketing campaigns by replacing campaigns targeted by their data scientists with Tinyclues AI-powered targeting.
• Using Tinyclues’ unique deep learning capabilities, they were able to send just the right messages to bring back into the fold inactive customers and increase repurchase rates.

Results

• Highly targeted follow-up campaigns are leading to an increase in revenue per message of 104%, compared to their previous campaigns.
• Improved customer experience and engagement: open rates are higher by 23% and click rates increased by 46%, while the unsubscribe rate dropped by 25% — proof that messages are personalized and relevant.
• Increased revenue per message by 43%, open rate by 50% and click rate by 350% with unsubscribe rates down by 33% for partner marketing campaigns compared to their own data-scientists’ targeting.
• Reactivation campaigns brought back thousands of inactive customers with a revenue per message close to that of active customers.
• Increased the number of campaigns with no negative impact on deliverability or unsubscribes.