Tatuum's Fashion Marketing Overhaul

The Challenge: Strengthening Loyalty and Expanding Reach

Arkadiusz Lelonkiewicz, e-commerce manager at Tatuum: As a brand with a long tradition and values, we were looking for a solution that would allow us to effectively build relationships with our customers.

Growth Stage Assessment:

Tatuum is on its way to becoming an eCommerce Innovator, characterised by a focus on personalising customer engagement and expanding market reach.

Key characteristics defining this stage:

• Customer Loyalty: Strengthening relationships with a loyal customer base while increasing retention.

• Omnichannel Personalisation: Tailoring online and offline communications to meet individual preferences.

• Market Expansion: Adapting strategies for a multi-market approach to grow reach and relevance.

Challenges faced included:

• Maintaining brand loyalty and increasing Customer Lifetime Value (CLV).

• Activating and segmenting customers effectively at all stages of their journey.

• Automating marketing processes to enhance efficiency and effectiveness.

Tailored Strategy: Personalisation & Automation at Scale

Solution Implementation:

SALESmanago provided a suite of tailored solutions to address Tatuum's challenges and objectives:

1. Lead Generation:

   • Utilised forms to capture valuable customer data and grow the database.

2. Marketing Automation:

   • Implemented workflows for multi-stage abandoned cart recovery and dynamic remarketing.

   • Deployed cross-selling, welcome, and dedicated special campaigns to drive engagement.

3. On-Site Personalisation:

   • Enhanced the conversion of anonymous traffic through dynamic and personalised interactions.

4. Segmentation:

   • Adopted behavioural, transactional, geographic, and RFM (Recency, Frequency, and Monetary) segmentation strategies.

   • Employed dynamic hyper-segmentation to deliver highly relevant offers.

5. Omnichannel Communication:

   • Integrated email and web push notifications for seamless and impactful messaging.

ROI Achieved: 72x Return on Investment in One Year

Within the first year of implementation, Tatuum achieved exceptional results:

• Acquisition: The customer database grew by 11% through targeted lead generation strategies.

• Engagement:

- Dynamic email campaigns achieved 157% higher open rates and 277% higher click-through rates compared to traditional campaigns.

- Web push notifications recorded a 3% click-through rate, and opt-in forms achieved a 1.95% CTR.

• Conversion:

- Transactions supported by SALESmanago saw an 8.36% increase in average order value (AOV).

- Personalised marketing campaigns accounted for 63.7% of total sales.

• Revenue Growth: Nearly half (49.8%) of transactions were facilitated by SALESmanago, with an ROI of 7,297%.

• Customer Value: The average Customer Lifetime Value (CLV) reached 1,914.

By leveraging SALESmanago's advanced features, Tatuum achieved an extraordinary ROI of 72 times their initial investment. The efficient use of automation tools not only optimised operations but also significantly enhanced customer engagement and satisfaction.

Arek on the collaboration with SALESmanago
"Thanks to our partnership, we were able to focus on understanding our customers' needs better and tailoring communication in a more personal and engaging way. We particularly appreciate SALESmanago’s support in building a personalised approach and the platform's capabilities in automation and segmentation. These tools have enabled us to operate more thoughtfully and efficiently than before."

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New Opportunities for Deeper Customer Engagement

Tatuum plans to capitalise on additional growth opportunities with SALESmanago:

• Customer Preference Center: To further refine personalised customer experiences.

• Product Collections: Enabling deeper insights into customer preferences for enhanced segmentation.

• Spotlight Campaigns: Developing campaigns to emphasise key product categories and drive conversions.

Partnering with SALESmanago has empowered Tatuum to redefine its marketing strategies, driving exceptional results in customer acquisition, engagement, and revenue growth. With a clear focus on personalisation and automation, Tatuum is poised to further expand its reach and solidify its position as a leader in the fashion industry.