Muziker is the largest multi-channel retailer of musical instruments in Central and Eastern Europe. Their online store caters to 26 European markets, and the e-commerce presence is supported by a sizeable network of retail stores spread throughout the the main cities of Czech Republic and Slovakia.
# SUCCESS STORY
“That’s cool! But how can we make it better?
With such a diverse, international customer base, Muziker’s top challenge was to find a way to manage effective communication with their customers across a multitude of countries. Determining a new seamless method for emailing was paramount as it was a severe pain point to prepare 17 different newsletters each time a new campaign was to be sent out and follow-ups with clients weren’t performing as desired.
Automated communication flow, highly personalized offers, deep segmentation, A/B testing and more!
During the initial meetings with Muziker, our goal was to find out the root cause of their problem and to understand which KPIs were the most important to them, so we could set up our cooperation in such a way that it delivers the highly impactful and attainable solution within the timeframe of the pilot.
First things first, we began by integrating Muziker’s data and customer database into Exponea, so we could work our data-driven magic.
What followed was an analysis of the database using Exponea’s deep analytical environment. We formulated a set of hypotheses which, if proven, could be a stepping stone for delivering high value use cases.
The use case with the highest value to time ratio for Muziker was an update of their newsletter campaigns, so our goal was to focus on that first. To make sure that we increased our newsletter deliverability to its peak, we started with the email warmup campaign.
In parallel, our challenge was to prepare a scenario for an automated newsletter campaign in 17 different languages, so we could help Muziker streamline processes and make sure that coordinating so numerous email variants was seamless and with an easily measurable performance.
Black Friday was approaching during the pilot cooperation. And together with Muziker, we felt confident that we could help them deliver stellar value with the use of our AI recommendation features within their special Black Friday newsletter campaigns, so we built a collaborative AI model supported by customers’ past product views and hand pick items. The result was a hyper-personalized newsletter which delivered on its promises.
The last emailing use case that we did during our pilot was the highly detailed abandoned cart automation that would help customers finish their orders. For Muziker we went a step further and created a scenario which A/B tests different variants of prompt emails & various time delays before they’re sent. The scenario itself is built using 25 nodes.
Our next set of use cases were weblayers with our first one being view count weblayer and even though, it’s such a simple use case, it rarely fails to deliver! And in case of Muziker, it was a use case which hit the mark.
The next use case was a countdown weblayer, which was counting down until the end of sales, which created the sense of urgency for Muziker’s customers and the revenue per visit against control group was above expectations.
A weblayer with a special discount on the previously visited product was the last one that was done during the pilot. Customers targeted with this weblayer were presented with one of their last visited products with a special discount, just for them and as expected, personalization works wonders.
On pages with timer countdown
On special deals “just for you” weblayer
Global revenue increase
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