How can Personalization lead to success in Fashion e-commerce

To meet the established performance objectives, we created a two-pronged strategy applied slightly differently for each brand, all managed through Salesforce Marketing Cloud.

The first approach involved maximising the impact of brand emails, making them marketing-data driven and communicating in real time with customers to increase sales and ROI. For two brands (Liviana Conti and Semicouture), we configured the system to send regular multi-language DEM and we set up welcome and happy birthday emails – both automated. Abraham Industries was then able to analyse customer behaviour in its online shop to get to know preferences and tastes, eventually sending consumers personally tailored emails to encourage sales, making sure each user feels unique and at the centre of the company’s attention.

In order to increase brand awareness and customer retention, the various labels hold events in-store, participation in which requires advance registration, created by the client in Marketing Cloud. Once these prospects are enrolled, they automatically receive an invite, a follow-up pre-event, and a post-event thank you message. As a result, users get a memorable customer experience, to the benefit of sales, both online and in Abraham Industries’ brick-and-mortar boutiques.