The Business
Pour Moi, based in Brighton, UK, has been in the lingerie business for 18 years. Their mission is to make every woman feel fabulous in her own skin. To that end, they see their role as being the customer’s cheerleader. Pour Moi’s key pillars include the fit, comfort, and confidence their garments instill in customers. They began above a shop in Macclesfield with two staff members and the belief that people shouldn’t have to overpay for good-fitting lingerie, no matter what their size. Their target market, affectionately called “core lovelies,” consists of everyday women aged 35-55 who are social media savvy, seek to retain their glam side, and want to feel like the best version of themselves every day. Pour Moi prides itself on being body and size-inclusive, offering sizes from 8 to 22 and bra sizes from 30 to 40 with cups ranging from A to J.
The Challenge
- Limited CRM capabilities
- Ineffective email campaigns
- Small team with few resources
- Lack of omnichannel view
Before partnering with SAP Emarsys, Pour Moi was looking for a technology partner who could help them deliver a seamless, omnichannel customer experience for its customers. With a lean team tasked with the big charge of re-engaging existing customers, recognizing, and rewarding VIPs, and bringing in new customers, they needed a strategic partner to offer solutions they could implement right out of the box.
“We had a 78% increase to revenue in our [email] campaigns within our first week of sending with Emarsys.”
The Solution
Pour Moi needed a martech partner that could help them make the most of their robust customer database and help them implement an email strategy that would re-engage customers. Implementing the Emarsys platform brought about significant improvements for Pour Moi, some of them immediate, proof that a new technology platform doesn’t have to take months to start showing benefits.
SAP Emarsys’ Services Team delivered a seamless experience for the customer, enabling them to complete the onboarding in only three months and start sending emails in record time. As the client says, “Everything went so well across the onboarding, the team was always on hand to support and extremely responsive to any questions or concerns (not that there were many as they took all the information we had discussed pre-onboarding and actioned it from the start). A seamless experience!”
- Behavior Data
- Product Data
- Sales Data
- Acquisition
- Retention
- Growth
- Loyalty
- Deliverability Reporting
- Strategic Dashboard
- Revenue Analytics
- Event Attribution
Enhanced CRM Capabilities
With Emarsys, Pour Moi could harness advanced CRM functionalities, allowing them to effectively manage and execute their marketing strategies. The platform provides the tools necessary for automated lifecycle campaigns and personalized customer engagement. While an important part of their mandate was to tick key KPIs and meet strategies for the whole business, including growth, their main focus was retention and customer satisfaction.
One of their goals was to gain more qualified customers and referrals from their existing customers. They’ve implemented a re-engagement program, a win-back program, and are utilizing the cold leads tactic. Their next focus is to create strategies to make first-time purchasers become repeat customers. Additionally, their VIPs, defined as customers who buy three to four times a year vs. the average customer, who buys once a year, will be singled out for special treatment and lookalike audience marketing. Pour Moi already works with our partner, MentionMe, to increase word of mouth to qualified leads, and their next objective is to find more customers that fit their VIP profile.
Improved Email Performance
The switch to Emarsys resulted in a remarkable turnaround in their email campaigns. In the first week alone, Pour Moi saw a 78% increase in campaign performance. This dramatic improvement helped repair their email channel and set a strong foundation for ongoing success. With their new capabilities, Pour Moi can layer in an element of personalization but still have control over the messaging, making sure a customer is seeing what they want to see and what will engage them.
Comprehensive Customer View
Emarsys enabled Pour Moi to gain a 360-degree view of its customers, facilitating a more cohesive and targeted marketing approach. The platform’s integration capabilities ensured that all customer data was centralized and actionable, enhancing its ability to effectively engage customers across multiple touchpoints.
All of Pour Moi’s data is first-party data, which puts them in an advantageous position over competitors who have over-relied on third-party data. However, one downside of first-party data is that it can sometimes be difficult to see as a whole. In their search for a new martech partner, they wanted to be sure their new platform could speak to their other martech, but also give them a cohesive customer view. Emarsys’ Webchannel has given them that capability. At the moment, they’re using it as a preference center and scale into its additional capabilities as their bandwidth allows. To date, they’ve tapped into Web Forms, with excellent results. One example is their campaign to identify customers who don’t have a date of birth and asking the customer to share that data. They’ve since launched a Birthday Message campaign with excellent results.
“One reason that we wanted to use the ad and web channel elements is because we can be cohesive with the marketing message, and can target different types of audiences. Not only can we retarget in that way, but we can also find and create a segment of our top VIPs. We can segment multiple ways for example those who have a really high spend, or the ones that come back more frequently. As a business, that’s what we want to focus on more, the customers that are engaging more with us, and targeting them in a cyclical 360 view whether they are on our emails, socials or website.”
The Impact
The implementation of Emarsys had a profound impact on Pour Moi’s business. Pour Moi’s customer database grew to 1.2 million customers, with opt-ins increasing from 650,000 to 800,000. They saw a 16% growth in active customers in the first month with Emarsys, reflecting the immediate positive impact on customer engagement. The significant increase in email campaign performance (78% improvement) helped reestablish the email channel as a key driver of customer engagement and sales. With a comprehensive view of customer data, Pour Moi could better execute their omnichannel strategy, focusing on retention and satisfaction. They restructured ad campaigns to prioritize acquisition and retargeting based on sophisticated lifecycle stages. While still in the planning phases, Emarsys’s AI capabilities stand poised to allow Pour Moi to personalize customer experiences effectively, improving engagement through tailored recommendations and content.
By addressing their key challenges and leveraging the advanced capabilities of the Emarsys platform, Pour Moi successfully enhanced their marketing efforts, driving growth and fostering stronger customer relationships.
“With Emarsys, we’re making sure that the customers are seeing what they want to, when they want to and essentially that’s what they’re going to be engaging with. It’s a win-win.”
