Sofology is a British sofa retailer driven by one mission — to help everyone feel at home on a sofa they love.
With 57 stores across the UK, the brand offers a curated collection of handcrafted, made-to-order designs. From shape and style to size and shade, every detail can be customized to create the sofa you’re dreaming of.
Sofology recognizes that a sofa is one of the biggest investments that people make. Making a purchase is often a lengthy process that blends in-store visits, online browsing, and careful deliberation.
To best serve its audience and help them choose the right product, the brand wanted to build a welcome email campaign that embraced the unique, multi-step shopping journeys of their customers.
Leveraging Bloomreach’s AI-powered personalization and customer journey orchestration tools, Sofology set out to craft a welcome email campaign designed to perfectly align with each customer’s individual shopping experience.
With Bloomreach’s autonomous marketing platform, Sofology designed a welcome campaign that tailors each touchpoint to every customer’s needs, no matter how complex their shopping journey is.
Bloomreach consolidates all of Sofology’s customer interactions, including both online and offline data, into a single customer view. Fueled by this unified view of up-to-the-minute customer behavior, Sofology’s welcome campaign can evolve with its audience’s individual preferences.
As a customer shops and considers a purchase, the AI-powered welcome campaign recognizes any developments in their shopping journey and personalizes each new message to match their real-time relationship with the brand.
“If a customer adds an item to their shopping basket, we message them about their basket. If they add something to their favorites, we talk to them about their favorite sofas. If they’re browsing online, or a sales associate browsed on the customer’s behalf while they shop in-store, we follow up on their browsed products,” explains Christopher Wain, Digital CRM Lead at Sofology.
With Bloomreach managing and activating real-time customer data, Sofology’s campaign bridges the gap between in-store and online interactions seamlessly. It adapts autonomously to each shopper, eliminating the need for manual updates or campaign execution and delivering the personalized experience that Sofology strives for.
Bloomreach has transformed the way we see customers and their interactions across channels. It helps us understand customer journeys between our stores and website, and use that data to create personalized campaigns. It’s really broadened our efforts as an omnichannel business.
Sofology’s welcome campaign is the brand’s most intricate marketing campaign to date, and it has produced incredible results.
The 30-day campaign has an impressive 16% conversion rate, 35% click-through rate, and yielded a 7% increase in average order values (AOV) compared to Sofology’s average email campaign.
Now a mainstay in Sofology’s marketing efforts, the welcome campaign’s success has reinforced the brand’s commitment to AI-driven personalization and using its data to build above-and-beyond customer journeys.
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