PrettyLittleThing Personalizes Reengagement Journeys With Bloomreach
Founded in 2012, PrettyLittleThing is a UK-based retailer that has rapidly grown into one of the most well-known online fashion brands. Operating in multiple countries, the company delivers products inspired by the catwalk, celebrities, and influencers, as well as shoppers all over the world.
PrettyLittleThing wanted to use its customer data to personalize its marketing campaigns on an individual level, especially for customers in danger of churning.
Traditionally, the company targeted lapsing customers with a templated reengagement campaign that used the same messaging for every inactive customer, sending it at the same time interval since their last purchase. If a customer made a purchase and didn’t reengage with the brand after a certain time, PrettyLittleThing would trigger an incentive-based campaign to entice recipients back to their site.
But with access to rich insights into their customer behavior, the company knew a personalized approach could yield better results. It wanted to tailor reengagement efforts to its customers’ unique needs, offering a customer experience that would turn inactive shoppers into loyal brand advocates.
Our reengagement journey used to speak broadly to customers, without taking their unique needs into account. Now we can personalize them, reaching every single person on the right channel with the right message. It’s completely revamped our reengagement journey, and we’re excited to continue testing and improving this campaign.
Working closely with Bloomreach’s consulting team and leveraging learnings from Bloomreach Academy, PrettyLittleThing built a reengagement journey for defecting customers that took their individual habits and preferences into account to serve the right message at the right time.
Utilizing email, mobile push notifications, and SMS, the brand created an omnichannel workflow that revolves around a customer’s last purchase and takes all their interactions with PrettyLittleThing into account — their average time between purchases, their engagement with previous campaigns, their channel preferences, and more.
Overlaying these insights with their unique customer attributes, PrettyLittleThing creates hyper-relevant customer segments and tailors their send times and messaging on an individual level, with each new stage in their customer journey adapting to meet their customers’ needs. Whether a customer typically shops once a week, once a month, or once a season, the brand can offer a personalized and rewarding experience.
With personalized reengagement workflows powered by Loomi, Bloomreach’s AI for e-commerce, PrettyLittleThing has achieved impressive results. After just two weeks of implementing these changes, the brand has seen 30% more revenue per email sent and 133% more revenue per mobile push notification.
Reengagement efforts via mobile push notifications have been particularly successful, resulting in a 112% increase in orders and 123% increase in conversions compared to previous campaigns.
With tailored campaigns that speak directly to customers needs on their preferred channel, these changes have made an immediate impact and set PrettyLittleThing’s reengagement efforts up for lasting success.