With a global Gen Z audience and frequent purchase cycles, PrettyLittleThing needed to move from static reengagement to timely, personalized messaging tailored to each shopper.

• Static messaging = disengaged customers. Every inactive user got the same message regardless of behavior or timing.

• Lack of personalization = poor campaign performance. Messages didn’t reflect the last purchase date or customer lifecycle.

• Misaligned timing = wasted impressions. Customers received outreach after they had reengaged or when it was too late to influence action.

“We were sending the same message to every inactive user. It wasn’t working.“

— Victoria Pinion, Assistant CRM Manager, PrettyLittleThing

“We wanted to unify our tools and get serious about personalization.”

The team had three strategic priorities: leverage existing integrations, go all-in on one-to-one personalization, and better engage mobile app users with richer experiences. Doing all that while scaling communication across 11 channels was the next big leap.

• Disjointed tools = fragmented campaigns. Multiple platforms managed different parts of the customer journey, making it hard to deliver a cohesive experience.
• Personalization gaps = limited customer impact. Messaging lacked the precision needed for one-to-one relevance, holding back conversion and loyalty.
• Missed opportunities in-app = under-leveraged mobile channels. Rich push and in-app messaging weren’t fully activated, leaving a key engagement channel underutilized.