Emesa wanted to rise above the overly competitive e-commerce landscape by retaining its VIP customers. With Marigold, Emesa was able to take customer data to create campaigns that boosted the number of VIP customers by 10%.
"The most difficult challenge for us as the CRM team was to convince customer service, IT, front-end, and finance of our data-driven insights. However, as we had already been implementing data-driven campaigns in Selligent for around eight years, we were quickly able to demonstrate the added value of our initiatives."
Increasing competition from other retailers meant Emesa had to rediscover how to retain their most valuable customers. Emesa turned to Marigold to turn customer data into a campaign that resonated with VIP customers.
Using Marigold, Emesa created a retention strategy that addressed purchase behaviors, customer habits, and churn risk for VIP customers.
With Marigold, Emesa grew their VIP customer base by 10%, and saw a 250% increase in profit margins through loyalty campaigns.
Founded in 2004, with headquarters in Amsterdam, Emesa BV is a leading e-commerce player in the travel services segment. Innovative websites such as VakantieVeilingen, SlaJeSlag, and ActievandeDag offer deals and discounts on a wide range of products, including gadgets, furniture, jewelry, trips, concerts, day spas, and resorts.
The online travel space has gotten more crowded in recent years. As Emesa found its active users solicited aggressively by competitors, the company’s CRM team was looking for ways to better engage – and retain – its most valuable customers.
By performing a data-mart analysis in Selligent by Marigold, the team attained valuable business insights: the top two percent of customers generate a whopping 20% of the company’s profits, according to customer scoring by Recency, Frequency, Monetary Value (RFM). Addressing these VIP customers with personally tailored experiences emerged as a logical way forward. But first, the CRM team needed to convince all internal stakeholders.
With Selligent as the data and engagement backbone, Emesa won internal signoff and created a retention campaign aimed at VIP customers. Milestones of the data-driven campaign included:
Adopting a data-driven approach with Selligent achieved a tremendous lift to Emesa’s loyalty initiative on two levels: First, establishing a process to track customer value KPIs via Selligent provided a basis for the CRM team to share results directly with stakeholders in IT, customer service, and finance departments and win full internal support.
Second, the segmented focus on VIP customers paid direct dividends. Looking ahead, the CRM team wants to maintain its data-driven focus to delight customers with additional laser-focused campaigns in Selligent. The results spoke for themselves:
“Having worked with marketing automation tools in the past, I have found Selligent to be far beyond competitors in our required functionalities. With Selligent, it is very easy for us as CRM, marketing, and customer intelligence teams to put data-driven use cases into production with only limited support from data engineers.”
— Jeroen Nijsen, Marketing Automation Lead at Emesa
Marigold provides the technology to power insights that brands can use to engage customers and increase revenue. With Selligent by Marigold, access data-driven insights that matter.
