Use cases
Use case
1st party data
CRM
E-mailing

Speaking to every customer

at the right moment in their lives

BUT had a rich customer database, but it was under-used in direct marketing: e-mailings were too generic and disconnected from customers' real projects.

By enriching it with external signals, Weborama revealed what the database did not say: ongoing projects, such as furnishing a room or replacing appliances, and the life moments that trigger them, such as moving house or having a baby. Every customer became addressable at the exact moment they had a need.

BUT
Non
BUT
BUT · 1st party data & direct marketing
Return on investment
x2.6
on enriched e-mailing campaigns
Additional customers
+4.8%
activated through enriched segments
Segments created
11
by project, equipment and life moment
Solution activated
  • Tailored enrichment of the CRM database with partner data, aligned with the retailer's key commercial moments.
  • Segmentation into 11 audiences by room (kitchen, living room, bedroom), by equipment (furniture, bedding, TV, small and large appliances) and by life moment (moving house, new baby, deals).
  • Personalised e-mailing for each segment, with a scenario and message specific to each need.
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