Today's story comes from Miamasvin, a seasoned women's fashion retailer that was established in 2008. Miamasvin is renowned among customers in their 30s to 40s, with its in-house brand, Mi&You label, being beloved as well. Known for offering high-quality, well-designed products, Miamasvin has garnered customer loyalty for over 16 years, a rare feat in the industry. With a longstanding presence in the market, Miamasvin recognized the importance of evolving its marketing strategies over time. Seeking a strategic marketing solution, they turned to Datarize for assistance. Let's delve into their story in detail!
Hello. Please introduce yourself.
Hello, I am Byungsuk Kang, the CEO of Miamasvin. We have been running our company since 2008. Our brand name, Miamasvin, originates from the Esperanto language, consisting of 'MI' (I), 'AMAS' (Love), and 'VIN' (You). Just like our name suggests, we operate our company with a focus on loving our customers. I believe this is the reason why our customers love us as well.
Hearing what your brand name means gives us more credibility. What were some of the challenges you faced before meeting Datarize?
I've been running an ecommerce store for over a decade, and during this time, I've tried various advertising strategies. However, unlike in the past, advertising these days is more expensive and less effective. It was at this point that I began considering CRM. I believed it could be a method to encourage our customers, with whom we've had a 10-year relationship, to visit our site more frequently and make more purchases. Since I hadn't used CRM before, we decided to engage a CRM solution company that is specialized in ecommerce domain.
You must have considered multiple solution companies. Was there a specific reason for choosing Datarize?
When considering CRM solutions for our ecommerce store, we expected one that could effectively operate our platform and collect customer behavioral data both on and off the platform. We evaluated multiple solution companies from this perspective, and that was when Datarize caught our eye. Setting up and installing campaigns was simple, and we appreciated not needing another professional organization related to data. The straightforward nature of the solution made it easy to use as well. Using the solution didn’t pose any challenges, and it rewarded us with good results
Looking at our customer retention journey, all customers go through the phases of 'First Visit - Sign Up - Repeat Visit - Churn Out.' We analyzed this journey by examining how our customers are distributed at different stages and considered which campaigns could be effective for each segment. From that analysis, we managed to design campaign sequences accordingly.
Yes, these are the two main improvements we made.
1. Boosted the engagement session rate by more than 10%p
First, we conducted marketing to prevent customers from churning out after acquiring them through ads. Then, we recommended a diverse set of products that caught the customer’s interests using Datarize’s on-site banner campaigns. Thanks to this banner campaign, we experienced an increase in sessions from visitors. It was amazing to see the impact that setting an appropriate banner for each customer’s context could have.
Shortened the purchase cycle for customers.
Secondly, we shortened the purchase cycle by informing welcome benefits and utilizing cart abandonment campaigns. For first-time visitors, it's really important to encourage a first purchase right after signing up. If they leave without making a purchase immediately after signing up, there's a high chance they won't return. For customers who didn't make a purchase on the day of signing up, we also sent a mobile notification the next day about issuing a welcome coupon. For customers who added items to their cart, we sent a cart reminder message. As a result, we significantly reduced the ratio of customers who did not revisit within a week.
There was also a significant change in the repurchase cycle of existing buyers. A cycle of revisiting and purchasing emerged after receiving hyper-personalized email messages about an individual's interested products. Consequently, the repurchase cycle was greatly shortened.
There were changes to repeat purchase rates and the number of members thanks to the ecommerce CRM. Our entire organization agrees that data analysis was the essential factor for this change. I believe we were able to conduct more active data analysis and marketing after adapting Datarize’s ecommerce CRM. We were able to find answers to questions like which creative brings the best results, which product elicits a better reaction, and which channel brings in more customers by using data. Using Datarize’s easily understandable summaries allowed us to assess how our customers react to our products on our platform. Additionally, it enabled us to operate on outside platforms in a more systematic manner.
Do you have any final words for Datarize?
We got the confidence to grow our own platform and improve its revenue thanks to Datarize.
I’m grateful for Datarize providing us a basis to independently collect data and start ecommerce CRM marketing.
We’ll try to make even more successful ecommerce CRM cases in the future.