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Coccinelle was established in the sunny plains of Parma, Italy in 1978. Since the very beginning, the brand has created thoughtfully designed everyday accessories for women. The foundation has always been a passion for craftsmanship, evidenced by a strong commitment to the finest Italian leathers and artisanal production, which is always interpreted through contemporary style and of-the-moment trends.
The Coccinelle woman exudes natural joy, has modern tastes and above all, understands the importance of quality and craftsmanship. Coccinelle’s mission is to celebrate this individuality and each woman’s own personal style.
Coccinelle & Mapp’s retention strategy proved how investing in optimizing their customer engagement through their cross-channel communications strategy was time well spent! They achieved:
To grow their revenue sustainably, Coccinelle wanted to focus on not just acquiring new customers, but also putting in more effort into retaining existing customers. The two biggest challenges were:
To build a solid customer retention strategy, it was important to differentiate customers by identifying them through their behaviour, such as their purchase frequency. Next, they could use this to segment customers into groups. This would help to ensure that Coccinelle were sending relevant content to customers allowing for a more personalized approach, rather than sending untargeted content to the entire customer base.
Coccinelle and the Mapp team went onto build many different marketing automation flows. Of the five workflows, these included personalized messages based on the customer group that users belonged to. The five flows were defined as:
From the analysis of the results, Cocchinelle optimized their RFM model to make this customer retention program even more hyper-personalized.
They saw a growing uplift across all five flows and developed a strategy to ensure that the results continued to improve, by fine-tuning activity based on real-time insights regularly.
Coccinelle was established in the sunny plains of Parma, Italy in 1978. Since the very beginning, the brand has created thoughtfully designed everyday accessories for women. The foundation has always been a passion for craftsmanship, evidenced by a strong commitment to the finest Italian leathers and artisanal production, which is always interpreted through contemporary style and of-the-moment trends.
The Coccinelle woman exudes natural joy, has modern tastes and above all, understands the importance of quality and craftsmanship. Coccinelle’s mission is to celebrate this individuality and each woman’s own personal style.
Coccinelle & Mapp’s retention strategy proved how investing in optimizing their customer engagement through their cross-channel communications strategy was time well spent! They achieved:
To grow their revenue sustainably, Coccinelle wanted to focus on not just acquiring new customers, but also putting in more effort into retaining existing customers. The two biggest challenges were:
To build a solid customer retention strategy, it was important to differentiate customers by identifying them through their behaviour, such as their purchase frequency. Next, they could use this to segment customers into groups. This would help to ensure that Coccinelle were sending relevant content to customers allowing for a more personalized approach, rather than sending untargeted content to the entire customer base.
Coccinelle and the Mapp team went onto build many different marketing automation flows. Of the five workflows, these included personalized messages based on the customer group that users belonged to. The five flows were defined as:
From the analysis of the results, Cocchinelle optimized their RFM model to make this customer retention program even more hyper-personalized.
They saw a growing uplift across all five flows and developed a strategy to ensure that the results continued to improve, by fine-tuning activity based on real-time insights regularly.
DE