How CICIZA Boosts Conversion Rates and AOV with Personalization

About CICIZA

CICIZA is dedicated to creating intimate apparel that combines "style, comfort, and functionality" for young and mature women alike, incorporating attributes of aesthetics and practicality in their products. With continuous innovation, CICIZA incorporates materials such as hyaluronic acid, collagen, silver ions, and graphene in their products for the utmost comfortability. Every product series is named after a female English name, symbolizing the companionship of a good friend, and aims to provide consumers with exceptional quality and comfort.

Continuous Growth of Membership Base Leads to Mass Messaging Ineffectiveness

As CICIZA continues to attract more female customers with its unique brand positioning and excellent product quality, they have noticed a drop in mass messaging effectiveness. This approach lacked precision, failing to meet personal needs of individual members with low engagement and conversion rates. On top of that, messaging costs continue to rise with the consistent growth of their membership base. 

As such, CICIZA aims to implement digital marketing tools to enable automated personalization, replacing mass messaging to enhance overall marketing efficiency and effectiveness.

Leveraging Data for Improvement in Marketing Efficiency

CICIZA have always incorporated data analysis and application in terms of making marketing decisions, bridging the communication between team members, from management to frontliners. With consistent expansion to their product line, CICIZA's membership base continues to expand, resulting in heavy volume of data accumulated. For effective marketing strategies and execution, the team needed to enhance their data comprehension with quick availability to key metrics and a comprehensive view of member profiles and needs analysis. 

Increase Efficiency and Revenue with OmniSegment CDP

In working towards their goals, CICIZA thought it was time to incorporate a Customer Data Platform (CDP), and selected OmniSegment CDP for its unique proposition of multi-channel automated marketing. Besides its distinctive data analysis and integration feature, OmniSegment CDP also provides seamless user experience for the team productively utilize data to enhance marketing communication effectiveness.

Replace Mass Messaging and Reduce Costs with Personalized Communication

After implementing OmniSegment CDP, CICIZA utilized the system's automated labeling mechanism to segment members based on their attributes, product views, clicks, and order data. This allows for personalized communication during new product launches or promotional events.

Additionally, OmniSegment CDP's built-in AI module predicts members' purchase probability over the next two weeks, rating them from one to five stars, allowing the team to identify their highest lifetime value members. The team focused on implementing personalized communication primarily on these members, resulting in higher ROAS and reduction in messaging costs by over 60%.

Design Personalized Customer Journeys to Attract New and Repeat Purchases

OmniSegment CDP's built-in automated "Customer Journey" feature allows CICIZA to apply personalized communication across various customer touch points, driving conversions from one stage to the next, increasing overall conversion rates. 

During each first visit to CICIZA's website, a pop-up window will be pushed to help new customers navigate around products easily by style and material. Through OmniSegment CDP, CICIZA could automatically send order reminders to customers in 3 hours, 2 days, and 3 days once cart additions are detected. This strategy has helped to encourage order checkouts and boost initial purchases. 

Through seamless automation, CICIZA utilizes pop-ups to inform customers on their qualification for discounts, ensuring that they meet sufficient purchases. During checkout, CICIZA could also apply automatic recommendations to customers on additional combo offers. This strategy successfully increased CICIZA's Average Order Value (AOV), 

For new product launches, CICIZA targeted previous customers who have bought similar items, which could be easily identified through integration of data collected, and prompted them for repeat purchases by automation, effortlessly directing members to perform revisits and purchases through OmniSegment CDP .

The Results

By implementing personalized communication through OmniSegment CDP's precise automation, CICIZA has seen reduction in messaging costs and significantly improved ROAS. For example, instead of sending mass messages through LINE to customers like before, CICIZA leveraged OmniSegment CDP's AI-prediction model to identify recent visitors to their website, as well as their highest lifetime value customers. With this, CICIZA's overall ROAS soared to over 15, marking a 76% improvement.

After implementing OmniSegment CDP's automated cart checkout reminders, CICIZA's basket size grew by 17%, boosting revenue and conversion rates. Additionally, pop-ups on specific product pages encouraged customers to perform more purchases upon meeting the qualifications for discounts, raising CICIZA's AOV by 16% and driving further revenue growth.