Lucardi
Case nomination DDMA Emas Award 2023
Lucardi has been working with Clever Strategy since 2014. What started with the implementation of DeployTeq as a marketing automation tool has now grown into a strategic partnership—of which the Customer Data Platform (CDP) Spotler Activate is also an important part. In this case study, we discuss the abandoned category campaign that we devised and set up for Lucardi. It is an inspiring and valuable case study in which personalization and a smart data and technology strategy come together.
Challenge
With more than 100 physical stores and an online webshop, Lucardi is the largest jewelry chain in the Netherlands. The range consists of trendy jewelry, watches, and accessories for men, women, and children.
When it comes to jewelry, purchases are difficult to predict. Styles, colors, and materials are endlessly combined and varied, and jewelry is often given as a gift. This makes it challenging to place visitors in a specific segment. Are they looking for jewelry for themselves or someone else? Do they prefer gold or silver, or do they have no preference?
Technology used
In the abandoned category campaign, all site visitors who viewed three or more products in a specific category but did not make a purchase within seven days receive a personalized email in which we encourage them to place an order. The following combination of technological tools was used to set up the abandoned category campaign for Lucardi:
Elaboration
Collecting the necessary data
Thanks to the use of Spotler Activate (a Customer Data Platform), we have significant insight into the behavior of Lucardi’s website visitors. As a result, a wealth of data is available on which personalizations can be implemented. Spotler Activate ensures that site users are recognized early. Known users are immediately shown personalized content, while new site users are shown personalizations based on look-alike profiles.
Thanks to the real-time link with Deployteq, we know whether the user has already opted in or not. If the user has not yet opted in, a discount trigger will prompt them to do so. Any changes made to the profile information are immediately synchronized between Spotler Activate and Deployteq.
Creating a segment and mailing list
Based on the profile information, a segment is created in Spotler Activate. This segment includes all users who have viewed a product in a specific product category at least three times in the past seven days but have not yet purchased it. This segment is forwarded to Deployteq.
At Deployteq, we perform an additional check. After all, we know that a visitor has not purchased a product in this category online, but perhaps they went to one of our stores to buy it there? If this is not the case, this user will receive the abandoned category email. In addition, a priority is assigned if a user falls into multiple product categories, to prevent someone from receiving multiple emails at the same time.
Sending the mailing
The campaign set up in Deployteq sends the personalized interest email once a day to all users in the segment. Among other things, the email highlights the abandoned category. We also show the most recently viewed products in the category and products similar to those a user has recently viewed.
Abandoned category campaigns are now live for multiple categories. These campaigns are prioritized to ensure that customers receive only one personalized abandoned category email. In addition, users who receive this email are automatically excluded from receiving newsletters and other campaigns for the next 36 hours. This is to prevent an overload of emails from Lucardi.
Results
A message that sticks and doesn't go up in smoke
01
+323% transactions
From the abandoned cart journey.
02
+86% more revenue
Per abandoned cart email sent.
03
201% increase in revenue
From emails sent from the abandoned cart journey.
To the pointComprehensiveSwitch for the story
Spotler Activate
Visitor behavior, surfing behavior, and purchasing behavior...
Visitor behavior, surfing behavior, and purchasing behavior are collected and stored in Spotler Activate, and combined with email, click, and offline purchasing behavior stored in Deployteq. We feed Spotler Activate's algorithm using Artificial Intelligence and Human Intelligence. It is important that the data is reliable and that we can combine online and offline data. Thanks to the synchronization between Deployteq and Spotler Activate, we can do this very accurately.
We use the user's click behavior to feed the algorithm and make it smarter. The data we collect from all abandoned category emails continuously enriches the user's profile. This makes all product recommendations displayed more specific and relevant. Not only in emails, but also in the recommendations we display on the site, in advertisements, and on social media.
Deployteq
More information about the use of Deployteq
The data between Spotler Activate and Deployteq is synchronized in real time. Deployteq is used to build automated and personalized campaigns and to format and send personalized emails. Deployteq also stores whether a user has opted in. This information is synchronized with Spotler Activate using an encrypted hash. If a user has not yet opted in, we request this directly via Spotler Activate. In the abandoned category campaign, we only email users with legitimate consent.
Seino
More information about Seino's deployment
We use Seino to analyze and visualize campaigns and emails. Seino combines the data stored in Deployteq with that in Google Analytics. This allows us to see the results of an email/email campaign at a glance and respond immediately if necessary. The data is sent to Seino in anonymized form.
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