How Cupshe Fits Personalization into Every Customer Journey

Cupshe is a global fashion brand that focuses on providing stylish and affordable swimwear and clothing. Founded with the mission to make inclusive swimsuits accessible at reasonable prices, the brand has since remained committed to offering trendy options for every body type. The brand’s target audience consists primarily of young women who are fashion-conscious, particularly those seeking swimwear. Cupshe is dedicated to connecting with customers through personalized experiences across multiple channels.

In the highly competitive fashion industry, Cupshe faced several challenges, including rapid shifts in consumer preferences and the need to maintain effective engagement across multiple channels. The company was dealing with poor email deliverability from their previous provider and lacked the capacity to scale personalized marketing efforts. Additionally, the brand needed to improve customer retention strategies and reduce manual processes, especially with a lean team.

Cupshe turned to SAP Emarsys to address these challenges. The platform offered several key benefits, including enhanced email deliverability, multi-channel customer lifecycle automation, and the ability to consolidate various systems into one platform. By utilizing SAP Emarsys, Cupshe was able to streamline their marketing efforts, implement automated customer journeys, and leverage omnichannel engagement strategies.

Improved Email Deliverability

One of Cupshe’s primary challenges was poor email deliverability with their previous provider. The brand struggled with ensuring that their emails reached customers’ inboxes, which hindered their ability to effectively engage with their large subscriber base.

With SAP Emarsys, Cupshe addressed these challenges by incorporating a suite of email programs, including a robust Welcome series, birthday and registration anniversary emails, communications to drive first-purchase, and post-purchase emails to maintain engagement. Additionally, the brand activated abandoned browse and checkout abandon emails to increase engagement and encourage shoppers to complete their purchases.

Scaling Personalization Efforts

Prior to their work with SAP Emarsys, the brand understood the importance of delivering individualized experiences to their customers, but their previous marketing systems were not robust enough to handle the increasing volume of data and customer interactions. Once onboarding with SAP Emarsys, they were able to fully leverage customer insights to create relevant, targeted campaigns that could drive engagement and boost conversions.

Improving Customer Retention Strategies

The brand recognized the need for a more sophisticated approach to retain customers and increase lifetime value. Working with SAP Emarsys, they created the necessary automation and personalization to nurture long-term relationships. As a result, retention rates rose and repeat business increased.

Doing More with a Lean Team

With a lean team, Cupshe faced the challenge of managing an increasing number of marketing tasks using outdated, manual processes. After increasing automation and personalization, they reduced inefficiencies and unlocked the team’s ability to scale and adapt to the fast-changing demands of the fashion industry. No longer relying on manual processes enabled them to keep up with the volume of customer interactions, leading to opportunities for engagement and greater customer engagement and personalization.

Since implementing SAP Emarsys, Cupshe has seen steady and sustained growth in both revenue and customer engagement. SAP Emarsys has consistently contributed to the brand’s success, with a 25% revenue impact in 2023, increasing to 33% in 2024 and 35% projected for 2025.

In terms of conversion rates, Cupshe has seen a 60% improvement with conversion rates while maintaining over 99% deliverability since integrating SAP Emarsys. They’ve seen continued increase in conversion rates, indicating ongoing optimization and progress.

With SAP Emarsys, Cupshe has not only enhanced their email marketing performance but has also successfully scaled their personalization efforts, improved customer retention, and optimized the overall customer experience, paving the way for future growth.