Seconda Strada's eCommerce Growth: 15% of Additional Sales & 75% of Transactions Started with SALESmanago

The Challenge: A Loyal Following with Untapped Potential

Before partnering with SALESmanago, Seconda Strada was already a successful business with a significant asset—a large and loyal customer base. However, they faced the critical challenge of achieving sustainable growth and scaling their success across all communication channels without disrupting their existing operations.

About Seconda Strada: Designer Fashion, Discount Prices

Seconda Strada was born from the vision of entrepreneur Emilio Mattioni in the late 1990s. He identified a shift in the market and pioneered a new retail concept: "moda firmata a prezzi scontati" (designer fashion at discounted prices). His first outlet in Besozzo, Italy, offered a unique experience, combining exclusive samples and prestigious brands at low prices with the attentive service of a high-end boutique. This model proved incredibly successful, leading to the opening of more stores and the cultivation of an impressive 260,000 loyal customers.

The Friction Points: The Ceiling on Growth

Despite its strong foundation, Seconda Strada's growth was constrained by several key challenges that prevented them from fully capitalising on their loyal customer base.

• Stagnant Revenue from A Loyal Base: The primary objective was to increase revenue generated from their existing 260,000 contacts. While the loyalty was there, the mechanisms to consistently drive repeat purchases and increase customer lifetime value were not fully optimised.

• Ineffective & Low-automated Email Marketing: Communication was not tailored to individual customer behaviours or preferences. The process of responding to customer interest was manual and lacked the sophistication needed to engage a large, diverse audience effectively, resulting in missed opportunities and lower-than-possible engagement rates.

• A Growing But Underutilised Contact Base: The company needed to not only increase the size of its contact base but also effectively track and analyse the behaviour of all visitors to its website. Without a system to create targeted communication based on user actions, potential leads were not being nurtured into customers.

Architecting A Customer-centric Growth Engine

To overcome these challenges, Seconda Strada implemented a multi-faceted strategy using SALESmanago's Customer Engagement Platform. The approach focused on automating revenue generation, deepening customer loyalty, and improving key marketing indicators through personalisation and segmentation.

The New Communication Strategy Implementation:

• Igniting Revenue with AI-powered Automation: A suite of automated email campaigns was deployed to capitalise on high-intent customer behaviours. This included:
  
  - After-visit & Cross-selling Campaigns: Engaging customers after they browsed the site & suggesting complementary products to increase order value
  
  - Win-back Campaigns: Re-engaging dormant customers with targeted offers to bring them back into the fold
  
  - Abandoned Cart Recovery: A crucial workflow to recapture sales that would have otherwise been lost
  
  

• Deepening Loyalty with Hyper-personalisation: To nurture their massive customer base, Seconda Strada focused on making every customer feel valued.
  
  - RFM Segmentation: They leveraged data on Recency, Frequency, and Monetary value to segment customers and tailor communication based on their purchasing habits.
  
  - Birthday Campaigns & Loyalty Programmes: These personalised touches were used to build stronger emotional connections and reward repeat customers, fostering the kind of long-term loyalty.
  
  

• Expanding & Improving Communication: The strategy extended beyond email to create a more complete customer journey.
  
  - Web Push Consent: A new communication channel was opened by collecting consent for Web Push notifications, allowing for immediate and direct engagement.
  
  - Enhanced Email Marketing: Mass mailings were replaced with segmented sends based on deep user profiles from the Hypersegmentation Centre. Dynamic content and automation rules ensured that every message was relevant and engaging.
  
  - Optimised Lead Generation: Simple and highly visible forms were implemented on the website to effectively increase the size of the contact base month over month.

The Results: A Story of eCommerce Growth Told in Numbers

The strategic implementation of the SALESmanago platform delivered a spectacular and measurable impact on Seconda Strada's business, validating their shift to a data-driven, automated marketing model.

Performance Transformation Analysis

Deconstructing The ROI: On The Way to Revenue Engine

A 10,284% ROI is a headline number, but the story behind it is even more compelling. With SALESmanago driving 75% of all transactions, the platform became the central pillar of Seconda Strada's eCommerce strategy. The 15% growth in total sales attributed to the platform demonstrates a direct and powerful impact on the bottom line. This wasn't just about improving marketing—it was about fundamentally transforming it into a predictable and scalable revenue engine.

The Engagement Revolution: Winning Hearts & Clicks

The results prove that customers were not just receiving emails—they were welcoming them. An increase of over 33% in Open Rates and nearly 10% in Click-through Rates for automated campaigns shows the power of personalisation. By moving away from generic messages and speaking to customers based on their behaviour and preferences, Seconda Strada successfully re-energised its primary communication channel, turning it into a powerful tool for driving sales and building relationships.

Building A Foundation for The Future

The success wasn't limited to the existing database. A quarterly contact base increase of 8.48% shows that the lead generation strategy was working, constantly bringing new potential customers into the personalised funnels. This demonstrates a sustainable model for growth, ensuring that the business is not only maximising its current assets but also building a strong foundation for future success. The plan for the coming quarters is to focus even more on the quality of this growing base, increasing the number of monitored contacts and marketing consents.

The Partnership Perspective: A Word from The Team

Technology is only as good as the team that supports it. The success of this project was built on a strong, collaborative partnership.

"Recently pointed pain points and planned actions to solve them were implemented with satisfied results. The revenue is continuously growing, we are also noticing more engaged users every month and cooperation between client and partner looks very valuable. The halfway point of our work provides an opportunity to optimize the established goals and continue our effective cooperation."

~ Filip Piszczek, Senior Partner Success Manager at SALESmanago

Your Replicable Formula for eCommerce Growth

Seconda Strada's journey offers a clear playbook for any eCommerce brand looking to drive similar growth.

• 1: Activate Your Existing Base. Your most valuable asset is the customers you already have. Use RFM segmentation and targeted campaigns (like win-back and loyalty programmes) to unlock the revenue potential hidden in your database.

• 2: Automate for Immediate ROI. Implement high-intent workflows like abandoned cart recovery, cross-selling and post-purchase follow-ups. These are the workhorses of a modern eCommerce strategy and often deliver the fastest and most significant returns.

• 3: Personalisation Is The Key to Loyalty. Move beyond "batch and blast." Use dynamic content, behavioural triggers, and personalised campaigns like birthday greetings, after visit  to show customers you understand them. This is how you make customers feel heard and cared for, building lasting loyalty.

• 4: Always Be Growing. A successful strategy nurtures existing customers while simultaneously acquiring new ones. Implement clear and simple lead generation forms or bots and expand your reach with new channels like Web Push to ensure a healthy and continuous flow of new customers.

Conclusion: Begin Your Transformation Journey

The story of Seconda Strada is a powerful testament to the new era of eCommerce. They successfully transitioned from a traditional marketing approach to a dynamic, relational model built on deep customer understanding and hyper-personalised engagement. By partnering with SALESmanago, they didn't just adopt new technology—they embraced a new philosophy that placed the customer at the heart of their eCommerce growth strategy, and the incredible results speak for themselves.

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