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thortful Boosts CRM Revenue by 20% With Occasion-Led Personalization

thortful is a UK-based online greeting card marketplace connecting millions of customers with independent creators. By owning the end-to-end customer experience — from discovery to print and fulfillment — thortful operates at scale in a highly seasonal, occasion-driven category.

thortful boosts CRM revenue with Bloomreach

Products

Email Personalization
Email Marketing
Bloomreach Engagement
Marketing Intelligence and AI
+ 20
%
CRM revenue
+ 3
%
revenue YoY
from paid campaigns
+ 16
%
customer value
from the loyalty program test group

Challenge

thortful had a lofty goal it wanted to reach: reverse declining purchase frequency without adding new technology or slowing execution. However, because greeting cards are inherently a needs-based product, it was difficult to market to customers when they didn’t have a specific occasion coming up. 

There were some additional hurdles thortful had to address to achieve its goal: 

  • Finding the right timing. thortful needed the data in place to message customers at the right time to avoid hurting engagement. 
  • Messaging around sensitive occasions. Some customers don’t want to receive marketing communications around certain occasions. thortful needed to find a way to gather customer preferences without having the opt-out messages feel jarring or unwelcome. 
  • Increasing loyalty. thortful wanted to get customers to repurchase on its site, but had to do so without onboarding new technology. 

Solution

thortful used Bloomreach to transform its CRM strategy, integrating zero-party data, real-time behavior, and flexible orchestration. Here’s how the brand tackled its challenges: 

  • The Reminders Program has led to zero-party data success. thortful gathers key dates and occasions (i.e., a partner’s birthday) from customers and only triggers communications when customers explicitly ask for them (e.g., 7 days before the date). 
  • Preference-led personalization builds brand trust. Thortful’s welcome journey includes a preference center that allows customers to opt out of unwanted content without having to send an off-putting message. These preferences are continuously updated to ensure customers only see what they want to see. 
  • AI-driven intelligence = smarter lifecycle journeys. Bloomreach’s Loomi AI creates more personalized campaigns based on customer behavior. For example, when a customer falls outside their normal purchase cycle, Loomi AI can trigger a personalized message with a reminder.  

Gamification boosts loyalty. To boost repeat purchases, thortful implemented a stamp card campaign to reward customers who came back. Loomi AI helped make this campaign a success by using real-time data to nudge customers at the exact right time.

Here’s How It Worked

  1. Customer shares occasion data (i.e., names, dates, events)
  2. Bloomreach stores zero-party data in a unified customer profile
  3. Automations trigger, and a reminder message is sent exactly when requested
  4. Behavioral signals (such as wishlists, purchase cycles, and search) enrich targeting in real time
  5. Cross-channel activation: thortful focuses on ad-driven brand awareness to boost response and engagement for reminder campaigns
  6. Engagement data is then fed back into Loomi AI for further segmentation and optimization

“We’re incredibly proud of our loyalty campaign. We were able to create customer journeys that would have been extremely difficult in other tools, in minutes, using Bloomreach. Our loyalty campaign wouldn’t have been possible without the ability to receive and act upon data in real time.” – Alfie Calas, Head of CRM at thortful 

thortful_quote-image

Personalization is at the heart of what we do, and Bloomreach is a great tool to help achieve that. The personalized emails, segmentation, and flexible data entry points have allowed us to gain deeper insights into each customer’s mindset.

thortful_headshot

Alfie Calas

Head of CRM at thortful

Results

  • +20% attributed revenue from CRM since migrating to Bloomreach
  • 20% of all thortful sales driven by the Reminders Program
  • 10 million zero-party data points collected and activated
  • +3% revenue year-over-year (YoY) from paid media campaigns
  • +16% customer value and +2% customer frequency from loyalty test group

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