My Jewellery Gets Creative With Zero-Party Data and Bloomreach Engagement
As consumers have become increasingly concerned about data protection, businesses everywhere are becoming cautious about data collection. This includes My Jewellery, a clothing and jewelry retailer based in The Netherlands.
My Jewellery wanted to optimize the customer experience it was giving its loyal customers while respecting their personal data privacy. The best way to do this? Embrace the zero-party data movement.
Bloomreach Engagement allows us to obtain a 360-degree view of our customers. As it is a customer-centric tool, we can easily collect and store customers’ information (GDPR-proof of course!). This allows us to personalize our marketing campaigns and apply more targeted marketing in an easy manner. Thanks to Bloomreach, we can now offer a personalized experience across all touchpoints.
My Jewellery used Bloomreach Engagement, which is hosted on the Google Cloud Platform (GCP), to become an industry leader in the zero-party data collection game. It created an ingenious method for zero-party data collection that is both entertaining to its customer base and respectful to data privacy.
With “the style profile test”, My Jewellery has upgraded customer personalization, increased customer service, and curbed the need for risk taking in data collection. The style profile test is a game that optimizes the customer experience without invading privacy simply by letting customers decide whether or not they like an item that is being shown to them.
My Jewellery’s items are shown sequentially and customers make a decision on each item presented by simply clicking on the heart or X to signify their decision. After a decision is made, My Jewellery is able to offer customers a personal style profile filled with items that individual customers will like based on communicated preferences.
After a customer provides an email address, the results of the test are calculated and the customer is provided with a personalized style profile.
Statistics have shown the style profile test to be profitable. For emails that were personalized with style profile data, the open rate was around 20% higher than a typical email campaign. This shows the value of going the extra mile with the creativity in data collection methods.
To learn more about My Jewellery’s success with zero-party data, check out our customer success story on our Bloomreach Blog.