The Business
As Germany’s leading online beauty and perfume store, flaconi offers an impressive range of products, including fragrances, make-up, skin and hair care, beauty tools, and accessories. The e-commerce company knows that customers expect more than just fast delivery and excellent service. flaconi also offers them a range of 1,000+ top brands and more than 50,000 products.
Customer loyalty and satisfaction are key elements of the beauty retailer’s CRM strategy. flaconi’s goal is to consistently engage its community with relevant and personalized messages across all channels. The company has chosen the omnichannel customer engagement solution from SAP Emarsys as the foundation for this strategy.
The Challenge
According to market research company NIQ, the German beauty market grew by 5% in the first half of 2025 compared to the previous year, while flaconi grew by nearly 30%. As a rapidly growing beauty brand, flaconi faces challenges within a highly competitive industry and a tense economic environment.
To reach customers with the right message at the right time across all channels, the company needed a comprehensive database and a holistic understanding of its customer base. At the same time, flaconi aimed to increase CRM efficiency, support internationalization through technical solutions, drive engagement through gamification, and strengthen its mobile activities. The beauty retailer was seeking a technical solution capable of integrating customer data, supporting structured market launches, and advancing its CRM and mobile strategy.
The Solution
Since 2013, flaconi has relied on the powerful capabilities of the SAP Emarsys omnichannel customer engagement platform to drive its growth and achieve its business objectives.
And the beauty retailer’s success speaks for itself: flacon makes shopping fun! With a deep understanding of its customers, the right products, dynamic and competitive pricing, and a user-friendly experience across its online store and app, the brand delivers a seamless journey that delights beauty fans and keeps them coming back to shop.
Optimizing personalization through data integration
flaconi uses SAP Emarsys to integrate customer data and gain intelligent insights into marketing campaigns. Sales and behavioral data from both the website and the app are linked to the platform and support lifecycle campaigns, such as shopping cart abandonment, back-in-stock, or price drop notifications. flaconi’s highly personalized customer communications have delivered impressive results. More than 1,000 automated campaigns along the customer journey generate 60% of CRM revenue.
The consolidated customer data in SAP Emarsys is also used for target group segmentation, supporting personalized newsletter distribution, and relevant product recommendations. This enables flaconi to deliver highly personalized and relevant communications, enhancing customer satisfaction and retention over time.
“We have integrated our data, including purchase data and behavioral data from both the web and our app, with SAP Emarsys. This helps us create life cycle use cases, such as shopping cart abandonment, store abandonment, price drops, and back-in-stock notifications, which are very important to us. The segmentation for our newsletter and push notifications, and the recommendations provided by SAP Emarsys have enabled us to deliver truly relevant content to our customers.”
Internationalization – intelligently planned and implemented
flaconi is Germany’s leading beauty retailer, and its goal is to achieve the same status across Europe. Internationalization and the development of new markets are key elements of the company’s growth strategy, and flaconi is recording triple-digit sales growth in the countries where it operates.
The online retailer expanded into five new markets in 2025, with seven more planned for 2026. flaconi makes every effort to optimize the preparation and planning of launches to ensure smooth execution and maximize success. This includes a testing day that gives teams the chance to run through procedures and ensure everything is working.
When it comes to CRM, the flaconi team doesn’t leave anything to chance either. All templates and lifecycle use cases are already set up well before a launch so that customers in new markets can enjoy an exceptional shopping experience from day one. This is made technically possible by SAP Emarsys.
By switching from a multi-account to a single-account setup, the technical go-live of new countries in SAP Emarsys has been accelerated by 20%. flaconi is currently also working on automating campaign creation to increase productivity. Until now, the online retailer has been creating CRM campaigns manually for each country using the block-based template from SAP Emarsys. flaconi plans to use relational data for table imports and automate most of the process, boosting campaign creation efficiency by up to 90%.
Prioritizing retention and CRM campaigns
flaconi’s CRM strategy is based on a holistic and cross-team approach. The entire company prioritizes customer satisfaction and customer retention in its day-to-day business and strategic projects, with a focus on making the shopping experience even more appealing for the community. This cross-company approach is ideal for CRM projects that require the collaboration of many departments, ensuring efficient and successful implementation.
Using the hashtag #WEcommerce, flaconi also transfers its e-commerce expertise to its CRM processes and involves external partners such as the SAP Emarsys team. This enables the company to build efficient, growth-oriented technology partnerships based on mutual understanding and shared success.
Beauty in your Pocket ‒ smart use of the mobile channel
flaconi generates 90% of its sales through the app and mobile web shop. With “Beauty in your Pocket” as its slogan, the online store is driving its mobile-first strategy and engaging customers through push notifications that highlight the app’s benefits. Powered by SAP Emarsys, the company delivers highly personalized, automated mobile communication, leading to a threefold increase in revenue from push notifications compared to the company’s year-to-date average. In addition, the flaconi team is currently working on a more personalized customer experience in the app and on the go-live of in-app messages with SAP Emarsys.
Increasing engagement with the fun factor
flaconi’s CRM strategy focuses not only on retention but also on increasing engagement. The beauty retailer uses gamification to create variety and fun. With 15 different game formats and more than 30 games launched to date, flaconi increases click rates by an average of 40% and attracts up to 600,000 participants per game. flaconi’s approach also includes other fun and rewarding strategies. Exclusive communication elements and formats, such as the monthly wish list prize draw, reward customer actions, and drive long-term engagement. By using dynamic content in its communications, the e-commerce company creates personalized experiences that directly boost customer lifetime value.
The Impact
“We see each other as equal partners and are highly motivated to keep growing together. […] We receive a great deal of support on technical projects, which increases our speed. And I don't think you can do that with just any tool. This is a great advantage for us, and it makes our partnership with SAP Emarsys truly special.”