How to maintain strong client relationships by going beyond traditional CRM channels?

The Challenge

Launched in 2012, Adore Me is a Direct To Consumer lingerie brand with a wide range of sizes and styles. At the crossroads between technology and fashion, the brand uses artificial intelligence to meet the expectations of today’s consumer. This method works well for this DNVB (Digital Native Vertical Brand), whose turnover has grown from $1 million to $100 million in 6 years.

Adore Me heavily relies on the quality of its customer relations and the relevance of its communications. However, the brand's CRM database contains customers and prospects who are more or less reactive to emails. Some of them are subscribed to the newsletter and have chosen various contact frequencies: daily, weekly or monthly. Others are unsubscribed. Therefore, it becomes crucial to find other ways of contacting them to maintain a relationship.

The Solution

Numberly, Marketing Technologist, is helping Adore Me achieve two key objectives: reactivating inactive email customers as well as testing the relevance of Display and Social alongside emails. Numberly has therefore implemented a programmatic CRM campaign, which, thanks to data onboarding, allows the targeting of known individuals in the CRM database with programmatic channels. These channels enable an increase in the reach and conversion rate: site visits, add-to-carts, additions to a wishlist, etc.

Thus, Adore Me is moving from ID-based activation to people-based activation. This activation is based on four pillars:

The first is the segmentation of Adore Me’s CRM database according to user profiles:their status (VIP, ex-VIP or Pay As You Go, the latter not benefiting from any subscription and paying for each purchase made), visit frequency, the date of their last purchase, the newsletter frequency or even their desire for certain products. From this segmentation, conclusions will then be drawn.
The second is data onboarding: with its partner LiveRamp, Numberly matches the database existing email addresses with the cookies present in AppNexus (match rate of 42%) or Facebook (match rate of 73%) databases.
During the deployment of the campaign, it is adjusted in real time in order to continuously adapt to audience reactions and manage commercial pressure.
Finally, the comparison between the behaviour of the test groups and the control groups allows the measurement of the campaign’s actual impact.

The Results

The results show an uplift on the entire conversion funnel.

The increment is highest for product page visits, reaching 14% across all segments.

The visit rate increment is highest for ex-VIPs. This is particularly the case before Valentine’s Day, a period that is characterised by strong promotions and a peak in transactions.

For VIPs, the incremental ROI of the campaign is the highest: 2.22. Pay as you go individuals generate the most conversions after Valentine’s Day.

Another lesson learned by Numberly’s teams is that of the influence of the frequency of visits: The individuals which visit the site during key times corresponding to the launch of new collections are rather opportunistic segments, who are particularly reactive to key dates and would benefit from being targeted periodically.

Finally, opt-outs to the newsletter campaign and people who subscribe to the daily newsletter have the highest incremental conversion rate.

Key Figures

14 %

of incremental visits to the product pages generated by the campaign

8 %

uplift to add-to-cart

of Incremental ROI on VIP populations after Valentine's Day until the end of the campaign (mid-April)

The success of the campaign conducted with Numberly demonstrates the need for a single ID in order to set up coherent omnichannel marketing campaigns that adapt to each user’s preferences and create a genuine relationship with the brand.

Thanks to our collaboration with Adore Me,
we won second place in the
Drum Digital Advertising Awards 2020!

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