SpokojenýPes.cz’s Personalized Email Campaign With Bloomreach and Acomware Brings Massive ROI

Story Behind the Brand

SpokojenýPes.cz, established in 2005 as an ecommerce platform, is a leading supplier of pet food and supplies for dogs, cats, and other pets in the Czech market. The company prioritizes customer satisfaction, employee well-being, and product quality. Operating in both the Czech Republic and Slovakia, Spokojený pes boasts annual revenue exceeding 600 million CZK. While primarily focused on online sales, the company also has a notable retail presence, having recently opened its third store in Prague.

349

return on investment on campaign in Slovakia

6230

return on investment on campaign in Czech Republic

Challenge

Spokojený pes cherishes its clients as much as they do their pets. That’s why the company wanted to launch a personalized email that would help customers feel that love and increase loyalty.

The primary goals of the campaign were to reward the most loyal customers, boost sales and revenue, and test a provocative approach in communication. Given that the brand communication leans towards playful dog rhetoric — such as “let’s paw on it” and “woof!” — the aim was to explore how far they could push this language to drive client engagement.

At the same time, it was a challenge to create personalized communication that would be unique for each customer while fostering a sense of community through comparisons with others.

Solution

Spokojený pes launched a personalized email campaign with Bloomreach Engagement — powered by our valued partner Acomware — through a newsletter in early 2024. It was designed as a year-end summary for the previous year.

Inspired by the annual summaries like Spotify Wrapped and Apple Music Replay, the campaign aimed to increase sales while nurturing and developing customer relationships. The newsletter used a provocative email subject — a Czech play on words that had to do with both the customer’s activity and them being “dead meat” — to create a sense of urgency to learn more.

The innovative aspect of the campaign was the inclusion of over two dozen personalized variables within each email, dynamically tailored based on customer data. This high level of personalization made each email unique.

Data from various sources (API, SFTP, WEB) were collected, aggregated, and utilized. The team used a module to transfer data from Bloomreach Engagement to Google BigQuery, allowing for sophisticated data manipulation using SQL.

“Because of these vast capabilities and absolute adjustability, Bloomreach Engagement is the heart of our marketing,” Hájek said. “Since the data is not trapped, we can collect it from various sources at the same time, which allowed us to get the statistics for each and every customer. To us at Acomware, this module is one of the most important and useful ones offered by Bloomreach.”

The data used to create the newsletter included:

Salutation
Pet segment
Loyalty discount
Total spending in 2023
Loyalty ranking percentage
Most frequently purchased pet food
Number of orders
Most frequent day, time, and month of purchase
Favorite category and brand

Spokojený pes wanted to develop a campaign that not only highlighted the past year’s achievements but also reinforced the bond with their most dedicated customers. For that, we needed to analyze a variety of customer data, both on a personal level and in comparison to others, and to craft unique results to be communicated in a newsletter.

Karel Hájek

Senior CDP Solution Consultant at Acomware

Results

The personalized newsletter campaign yielded impressive results in both the Czech Republic and Slovakia.

In the Czech Republic, over 23,000 customers received a personalized newsletter. This led to 1,431 orders being placed and a campaign ROI of 6,230%. In Slovakia, 1,150 customers were emailed and 68 total orders were placed, resulting in a campaign ROI of 349%.

This was the first time Spokojený pes attempted a campaign like this, and thanks to its outstanding results, the brand plans to repeat the campaign again to drive further success with Bloomreach Engagement.