CASE STUDY
Successful Customer Retention at Spized.com Through Progressive Profiling and Zero-Party Data
Together with Spized GmbH, we developed email marketing tactics based on progressive profiling and zero-party data. The goal was to strengthen customer loyalty and increase the conversion rate through personalized messaging.
Starting point
Spized GmbH from Cologne is a fast-growing company with more than 40 employees that specializes in producing custom sportswear. At Spized, customers can design their jerseys and sports items individually using a 3D configurator. The central CRM challenge was to develop a deeper understanding of customer needs in order to enable targeted communication and support the customer journey effectively.
Challenge
A key problem was the limited information about customers and their purchase motives. Many orders were placed without any indication of whether they came from individuals, clubs or companies. Important information about preferred sports or usage contexts was also missing. These gaps made targeted messaging and follow-up difficult.
Our approach
Together with the Spized team, we developed an email marketing strategy based on progressive profiling and the use of zero-party data in order to gain relevant information from customers in a targeted, step-by-step way. For this, we rely on the effective combination of the marketing automation platform Customer.io and the survey tool Typeform.
Implementation
Customer profiles in Customer.io are assigned a level that forms the basis for automating emails. Depending on the level, the automated emails ask specific questions, such as whether the person is ordering for a club or which sports they are interested in. This information flows into the database and serves as the basis for further personalization.
A particular challenge was integrating the data from the 3D product configurator and the Shopware shop system. Together with the Spized IT department, we created an interface so that the relevant data is passed to Customer.io in real time. This made it possible to use information from the configurator directly for marketing purposes, for example to remind customers of designs they had created.
Results
Since introducing Customer.io, Spized.com has significantly improved its customer communication. Customers who initially placed single orders are motivated to reorder through highly personalized emails. Coaches, for example, receive reminders about the upcoming season and suggestions to order replacement jerseys.
The combination of Customer.io and Typeform makes it easy and efficient to maintain the campaigns without extensive IT support. This creates a solid foundation for future projects and enables Spized to respond independently to new requirements in email marketing.
CONTACT
How can we help you?
Would you like to work with us to build lasting customer relationships?
We look forward to your message and will get back to you within 24 hours.
Saphiron GmbH
Rabinstraße 1
53111 Bonn, Germany
Phone: +49 (0)228 -286 98 82 -0
Email: [email protected]