Bever

A fresh, customer-focused direction for their CRM strategy.

Bever asked us to analyze their long-term marketing vision, identify opportunities, and provide clear and substantiated advice. During that process, we saw that email was a major channel, but one that was underutilized. The existing journeys were fragmented, overlapped, and lacked direction. We brought everything back to the essence: a customer journey that feels logical, adds value, and connects with what someone does, searches for, or buys.

The Challenge

Little structure and no customer-oriented approach

The existing email slotting didn't feel logical. Various contact moments were too close together or at awkward points in the customer journey. This made it unclear what role each email played and how flows were connected. Internally, optimization took a lot of time and manual work, and timings didn't match actual user behavior, such as product reviews being sent too early. At the same time, Bever noticed Bever purchase frequency was lagging behind, while growth from existing customers was a priority.

Strategy

Personal, logical, and built on data

We selected three pillars that form the basis for all new journeys.

Personalization Through the Nine Worlds
We built a segmentation structure based on areas of interest. Browsing behavior, click data, and purchases continuously enrich the customer profile. As a result, every email is more relevant to the world the recipient is in.
From One Purchase to Two
We developed a dedicated conversion funnel that capitalizes on the moment when customers are most open to making a follow-up purchase—using smart timing, personalized benefits, and product recommendations based on their interests.
Stronger data streams as the foundation
We advised on how to make better use of website behavior, checkout data, and product categories within their Adobe environment. This makes personalization more reliable and scalable.

Technology

Building within the Adobe environment

Bever with Adobe Campaign and Adobe Audience Manager. Our role was strategic: we contributed ideas about data mapping, events, and segmentation, but the technical implementation was carried out by Bever's own team.

This is how we brought the strategy to life

We started with an intensive kick-off in which we mapped out all existing CRM flows, data, and use cases. Based on that analysis, we worked step by step toward a complete CRM framework that will provide direction for the next two to three years. Halfway through, we tested a first version with the Bever and jointly determined which flows we needed to explore further and which choices should be prioritized.

The result was a concrete and future-proof foundation that now serves as a compass for their CRM approach. The core of that foundation consists of:

Visual customer journeys

Exact timings

Logic by email

Phased roadmap

Results

Visibility that truly motivates people to take action

Clear CRM foundation

The new strategy provides Bever with clear and consistent structure in their CRM landscape.

Data-driven choices

All decisions are supported by data. This allows the team to prioritize more effectively and continue building with greater confidence.

More personal relevance

The new setup enables a higher degree of personalization, resulting in emails that are better aligned with customer behavior.

If you’d ever like to brainstorm, I’d love to talk with you. We’ve successfully completed many projects. It would be great to share our experiences and find out how we can help you!

Call 010-752 39 41, or fill out the form below and we’ll get in touch with you.