Driving Enhanced Customer Insights and Engagement with Miriade

Miriade is a renowned Italian fashion retailer with over 70 stores, including both franchise and directly operated stores (DOS). Known for its high-fashion accessory lines that combine quality with affordability, Miriade caters to a diverse customer base. This approach has fueled rapid international expansion, with exponential sales growth driving the opening of new stores across Italy and beyond.

How Miriade exceeded client expectations and drove long-term loyalty

Since implementing Mapp Cloud, Miriade has a substantial increase in campaign engagement as well as an impressive improvement in conversion rates for clients. Real-time customer insights empowered the team to adjust campaigns dynamically, leading to faster response times and more impactful customer connections. These results underscore Mapp’s role in enabling Miriade to exceed client expectations and drive long-term loyalty.

Actively engage customers in a highly competitive and constantly evolving market

The Miriade marketing team is dedicated to acquiring new customers, while simultaneously retaining and engaging existing ones in a highly competitive market. Customer retention is crucial for sustainable growth, as retaining existing customers is significantly more cost-effective than acquiring new ones. According to the Harvard Business Review, acquiring a new customer can cost 5 to 25 times more than retaining an existing one.

Following this, Miriade recently reviewed and optimized its loyalty program, “Miriade For Me,” in collaboration with our Customer Success team, focusing on the following goals:

• Database expansion:Increase the number of registered customers, boosting multichannel contact opportunities through email and SMS.
• Focus on loyalty: Strengthen customer loyalty by encouraging more frequent purchases through personalized offers and exclusive benefits.
• Increase in Customer Lifetime Value: Raise the average purchase value of customers enrolled in the program, leveraging their tendency to spend more compared to non-enrolled customers.

Increase Customer Lifetime Value through loyalty-driven tactics

The Miriade team adopted a diversified strategy composed of three key elements:

• Simplified enrollment: Joining the loyalty program is quick and intuitive, with options to enroll via the website, physical stores, and the app.
• Personalized offers: By analyzing customer data, the team has been able to send targeted communications and promotions, enhancing the relevance of offers for each customer.
• Multichannel approach Communications are orchestrated through email, SMS, and push notifications, strengthening customer relationships across multiple digital channels.

“Miriade For Me” is designed to reward customer loyalty through a points-based system. The program is structured in tiers, each offering specific privileges and benefits. Users receive personalized communications that encourage them to progress to the next level, highlighting additional benefits and steps needed to reach it.

Loyalty Levels

Level 1: FOLLOWER

Level 2: FAN

Level 3: AMBASSADOR

After launching the first mobile app dedicated to “Miriade For Me,” designed to strengthen brand connection and offer an improved user experience, the next steps include:

• Monitoring and analyzing enrollment and user engagement metrics to assess the effectiveness of recent updates and implement any necessary adjustments
• Continuous optimization based on user feedback and data analysis to maximize ROI and the overall experience
• Expanding and enhancing the program, including the introduction of new levels, additional features, and further benefits.

Miriade aims to increase user enrollment and loyalty with this strategy, to enhance the overall user experience, and gain a competitive edge in the market.