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Coccinelle Polishes its Customer Retention Strategy

CHALLENGE: Needed to re-engage churned contacts by sending personalized content based on the target groups that customers are categorized in.
GOAL: Generate revenue from churned customers and increase engagement with their customer base.
MAPP PILLAR SOLUTIONS: Digital Analytics, Marketing Automation
coccinelle.com     /     Italy, Global     /     Fashion
Coccinelle Polishes its Customer Retention Strategy

Coccinelle was established in the sunny plains of Parma, Italy in 1978. Since its inception, the brand has created thoughtfully designed everyday accessories for women. The foundation has always been a passion for craftsmanship, a strong commitment to the finest Italian leathers and artisanal production, which is interpreted through a contemporary style and of-the-moment trends.

Results

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:

  • 5% of churned contacts reactivated both in-store and online
  • 15x ROI from retention activities in the first year
5%
of churned contacts reactivated
15x
ROI from retention activities
Keeping customers engaged isn't always easy. As part of revamping the customer communication strategy with Mapp, we implemented a retention program that achieved great results. Segmentation & profiling were crucial: we were able to re-engage churned customers and develop more profitable interactions from all identified target groups.
Fabrizia di Gaetano, Head of Strategic Marketing, Ecommerce & Customer Care

COCCINELLE WANTED TO OPTIMIZE THEIR CUSTOMER RETENTION STRATEGY

To grow their revenue sustainably, Coccinelle wanted to focus on not just acquiring new customers, but also put more effort into retaining existing customers. The two biggest challenges were:

  • Re-engaging users who registered for the newsletter but haven’t converted
  • Re-engaging infrequent buyers through a nurture program so that buy more

CUSTOMER SEGMENTATION ENABLED BETTER TARGETING

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:

  • Inactive
  • One-time purchases
  • Occasional
  • Loyal
  • Super loyal

COCCINELLE CONTINUES TO OPTIMIZE CAMPAIGNS WITH ACTIONABLE INSIGHTS

From the analysis of the results, Coccinelle 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 Polishes its Customer Retention Strategy

CHALLENGE: Needed to re-engage churned contacts by sending personalized content based on the target groups that customers are categorized in.
GOAL: Generate revenue from churned customers and increase engagement with their customer base.
MAPP PILLAR SOLUTIONS: Digital Analytics, Marketing Automation
coccinelle.com   /   Italy, Global   /   Fashion
Coccinelle Polishes its Customer Retention Strategy

Coccinelle was established in the sunny plains of Parma, Italy in 1978. Since its inception, the brand has created thoughtfully designed everyday accessories for women. The foundation has always been a passion for craftsmanship, a strong commitment to the finest Italian leathers and artisanal production, which is interpreted through a contemporary style and of-the-moment trends.

Results

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:

  • 5% of churned contacts reactivated both in-store and online
  • 15x ROI from retention activities in the first year
5%
of churned contacts reactivated
15x
ROI from retention activities
Keeping customers engaged isn't always easy. As part of revamping the customer communication strategy with Mapp, we implemented a retention program that achieved great results. Segmentation & profiling were crucial: we were able to re-engage churned customers and develop more profitable interactions from all identified target groups.
Fabrizia di Gaetano, Head of Strategic Marketing, Ecommerce & Customer Care

COCCINELLE WANTED TO OPTIMIZE THEIR CUSTOMER RETENTION STRATEGY

To grow their revenue sustainably, Coccinelle wanted to focus on not just acquiring new customers, but also put more effort into retaining existing customers. The two biggest challenges were:

  • Re-engaging users who registered for the newsletter but haven’t converted
  • Re-engaging infrequent buyers through a nurture program so that buy more

CUSTOMER SEGMENTATION ENABLED BETTER TARGETING

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:

  • Inactive
  • One-time purchases
  • Occasional
  • Loyal
  • Super loyal

COCCINELLE CONTINUES TO OPTIMIZE CAMPAIGNS WITH ACTIONABLE INSIGHTS

From the analysis of the results, Coccinelle 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.

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