How Data-driven Marketing Boosted Revenue And Loyalty for Italian Fashion Brand

The Challenge: Addressing Key Marketing Pain Points

As PittaRosso sought to accelerate its digital marketing strategy, several key areas were identified as crucial for growth:

1. Email Marketing Effectiveness: Email marketing was underperforming, with open rates and click-through rates (CTR) lagging behind expectations.
   
   

2. Customer Acquisition & Loyalty: While PittaRosso had an existing customer base, the company wanted to deepen relationships and improve Customer Lifetime Value (CLV).
   
   

3. Revenue Growth: With the need to increase the Average Order Value (AOV) and drive more transactions, revenue generation needed to be more efficient.
   
   

4. Expanding Channel Reach: With a heavy reliance on email, there was a need to experiment with additional channels to ensure broader engagement.
   
   

With these challenges in mind, PittaRosso sought an advanced Customer Engagement Platform to help unlock the full potential of their customer base and drive better outcomes.

The Solution: Implementing Data-Driven Strategies for Success

Working alongside the team at SALESmanago, PittaRosso took a multifaceted approach to address their challenges. They implemented a number of solutions designed to boost revenue, enhance loyalty, and widen communication channels.

Revenue Boosting Campaigns:

• Abandoned Cart Campaigns: A strategic approach to recover lost sales and encourage conversions.
  

• Cross-Selling and Winback Campaigns: Leveraging previous purchase data to suggest complementary products, while re-engaging dormant customers.
  

• Email After Visit Campaigns: Ensuring customers who interacted with the site were nudged back with relevant offers.
  
  

Loyalty & Retention:

• RFM Segmentation: By focusing on Recency, Frequency, and Monetary (RFM) data, PittaRosso was able to tailor campaigns to specific customer behaviours.
  

• Birthday Email Campaigns: A personal touch that helped boost engagement and customer loyalty.
  
  

Channel Expansion:

• Web Push Notifications: Testing this channel allowed for additional ways to stay connected with customers beyond the inbox.
  
  

Optimising Email Marketing:

• Segmented Campaigns: Using SALESmanago’s Segmentation Centre, emails were tailored to specific customer profiles for improved engagement.
  

• A/B Testing: Ensuring each email sent had the best possible chance of success by testing different versions for maximum impact.
  
  

Customer Journey Automation:

• Funnels and Dynamic Segments: PittaRosso used sophisticated customer funnels to manage engagement at every stage of the buyer's journey.
  
  
  

The Results: Data-Driven Success in Action

After implementing these strategies, PittaRosso saw a remarkable transformation in their key metrics.

• Revenue Growth:
  Sales attributed to SALESmanago increased by 141%, with the platform contributing to 53% of total transactions.
  
  

• Email Marketing Improvement:
  The average open rate for emails increased by 1.8% for mass emails and 1.88% for automated emails, showing a clear distinction in effectiveness.
  
  

• Average Order Value (AOV):
  A 13% increase in AOV was directly linked to the new campaigns, demonstrating better value per transaction.
  
  

• Lead Generation:
  PittaRosso saw a steady 1-2% quarterly growth in their customer base, indicating that the strategies were successfully attracting new customers.
  
  

• ROI:
  The ROI from the implementation was an impressive 2,007%, making it clear that data-driven marketing was not just beneficial but transformative.
  
  
  

"Working on this scale brings a lot of challenges but also opportunities, which we both noticed and adjusted our communication to achieve the highest possible results."

— Filip Piszczek, Senior Partner Success Manager at SALESmanago

Looking Ahead: The Future of Customer Communication

With the success of these initiatives, PittaRosso is not resting on its laurels. Looking forward, the company plans to further expand its communication channels, particularly by integrating SMS marketing to increase reach and efficiency. By continuing to innovate and personalise customer engagement, PittaRosso is positioning itself for long-term success in the competitive fashion industry.