Thirdlove Builds Millions of Personalized Experiences With Bloomreach and IM Digital

With help from our trusted partner IM Digital, Thirdlove leveraged Bloomreach Engagement to build a data-driven segmentation strategy centered around the most significant, personalized customer interactions.

First, the brand identified and designed interactions that serve as cornerstone touchpoints in a customer’s journey, including the brand’s detailed Fit Finder quiz and the streamlined mini quiz found on the brand’s Collections page.

Using these key interactions, Thirdlove and IM Digital created a real-time segmentation strategy driven by customer archetypes. Through a scenario in Bloomreach, customers are assigned an archetype based on their unique bra band and cup size — and these archetypes are continuously updated with real-time data, ensuring each customer’s journey reflects their most current preferences.

How It Works

Each customer is assigned an archetype based on a combination of:

• Their most recent purchase data
  
• Results from ThirdLove’s Fit Finder quiz
  
• Responses from the mini quiz embedded on the brand’s Collections page

These three data events are monitored in real time through a Bloomreach scenario, and whenever a customer’s size or fit preferences are updated — from a new purchase or retaken quiz result — their archetype is immediately refreshed. Using webhooks, Bloomreach instantly pushes this update to all relevant systems in ThirdLove’s martech stack.

“If you have a life change, or your size has changed and you purchased something that’s different from your quiz results, that purchase will supersede your previous results and shift your archetype,” explained Michael Moore, Director of Retention Marketing at IM Digital. “The segmentation is real time, and updates are sent anywhere in the martech stack that needs them.” 

This real-time approach ensures that Thirdlove’s marketing campaigns are always based on the most current and accurate customer data — and that customers always get a relevant shopping experience.