Girav’s CDP Strategy
From 1 to 3 purchases
Girav started as a brand offering long T-shirts in three different lengths, but has since grown into a complete men's clothing line. Their range now includes everything from polo shirts to trousers, all in different lengths, aimed at tall men in the Netherlands.
The Challenge
Despite the growth of their product range, Girav remained primarily known for their long T-shirts. The brand wanted customers to discover the rest of the collection and create more loyal customers. A loyal customer at Girav is someone who makes at least three purchases. In addition, they wanted to optimize their existing Customer Data Platform (CDP), Spotler Activate, by developing a multi-channel strategy that leverages the full potential of the CDP.
A Customer Data Platform (CDP) collects and centralizes customer data from various sources to create a unified customer profile. This profile helps companies perform personalized marketing and analytics, providing better insight into customer behavior and optimizing customer interactions.
Our solution
As a long-standing partner of Girav, we worked with them to develop a strategy focused on increasing customer loyalty and expanding brand awareness. Our approach consisted of three phases, guiding customers step by step from their first to their third purchase:
01
From 0 to 1 purchase
We focused on attracting new customers through personalized communication, such as welcome emails tailored to the customer's interests.
02
From 1 to 2 purchases
We utilized a scoring model to determine which product categories are most relevant to each customer, resulting in personalized newsletters.
03
From 2 to 3 purchases
By continuously responding to customer preferences, we have increased the likelihood of repeat purchases.
Results
Our approach led to impressive results
Increase in repeat purchases
More repeat orders, as well as a 5% increase in first-time orders.
Increase in customer value
Increase in customer value.
Growth in newsletter subscriptions
More newsletter subscribers.
Improved conversion from welcome email
Higher conversion rate from the welcome email.
Dutch Search Awards 2024
Winner: Best Use of Personalization
With the CDP strategy for Girav, Clever Strategy and Girav won the Dutch Search Award in 2024 in the Best Use of Personalization category. The jury praised how data, segmentation, and personalized communication worked together to drive more repeat purchases and increase customer value.
Customer satisfaction
"Clever thinks proactively, shows initiative, and addresses questions promptly. They deliver on their promises, and that inspires confidence."
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