DV Biomed Increased Repeat Purchase by 168% with Personalization

About DV Biomed

DV Biomed is a leading Taiwanese women's health brand, dedicated to developing comprehensive health products from anti-aging and beauty to slimming and general wellness. With a commitment to high-quality ingredients and patented formulations, the brand embodies the value of "seeing a more beautiful self." Inspired by French aesthetics, DV Biomed aims to help every female customer achieve natural and elegant beauty. Since its founding in 2011, the brand has grown into a prominent name in the industry, amassing a large and loyal female customer base.

Shifting Focus From Membership Base Expansion to Personalized Customer Engagement

Change of ROI Approach to Personalized Communication Due to Rising Ad Costs

Since its establishment in 2011, DV Biomed has continuously expanded its membership base, amassing a substantial number of members. However, as third-party data costs rise, the brand faces challenges in acquiring new customers through advertising. To maximize ROI for the marketing team, DV Biomed has strategically shifted focus towards personalizing customer engagement. Initiatives such as LINE binding and multi-channel communication aim to boost the spending habits and purchase frequency of existing customers, ultimately driving higher revenue for the brand.

Targeting Diverse Customer Needs with Personalized Communication and Targeted Marketing 

DV Biomed offers a comprehensive range of products catered to various women's health needs, differentiated by customer segments. In their previous marketing strategy, the team discovered that traditional mass messaging for new product launches or promotions incurs high costs and limited effectiveness, while manual customer segmentation and communication, from setting criteria to data extraction and sending messages, took up significant team resources. As such,  it became essential for the team to incorporate an efficient data analysis and customer segmentation system, automating personalized communication to improve overall ROI and address the challenges in customer engagement for DV Biomed. 

Systematic Integration and Automation: Leveraging CDP for Deeper Customer Engagement

Comprehensive Behavioral Labeling for Precise Customer Personalization

Through the incorporation of OmniSegment CDP, the team could easily execute segmented communication strategies, as all interactions and purchase data across customer journeys were automatically tracked and labeled. For example, OmniSegment CDP allows the team to identify customers who have browsed, clicked, or added specific products to their carts, and later on automate personalized promotional messages to be delivered to these customers. Based on subsequent interactions, the system helps to follow up with these customers in stages, using discount codes or promotional messages to encourage purchases, enhancing the effectiveness of marketing efforts.

Customizing Offers by Segments, Enhancing Push Marketing Strategies 

Through market segmentation using the OmniSegment CDP, the team can automate the delivery of customized offers based on customer tiers and purchase level. For instance, VIP customers receive large combo discounts, while new customers get easy-to-try smaller sets, gradually enhancing repeat purchase rates and loyalty. Additionally, OmniSegment CDP's multi-channel delivery and AI algorithm supports channel personalization, ensuring effective communication through the right channel and the right time. For example, if Customer A frequently interacts via LINE but never opens EDMs, the system will automatically send messages via LINE, reducing costs and improving marketing ROAS.

Convenient Template Application: Effortlessly Launch Automated Marketing Communications

After market segmentation, the team can leverage OmniSegment CDP's built-in customer journey template canvas to conveniently create automated marketing workflows based on their marketing objectives. This approach, combining OmniSegment CDP's comprehensive functionality and predictive operation, reduces manual labor costs and enhances communication efficiency.

For example, the "Abandoned Cart" journey template is a great leap forward for the team, where previously, the team could only send a single email reminder for items in the abandoned cart. With the new template, the system automatically triggers a series of communications at intervals—Day 1, Day 3, and Day 5—after items are added to cart. These communications include product information and discount codes, effectively encouraging customers to complete their purchases.

Additionally, DV Biomed also implemented the "Binding Reminder" customer journey template of OmniSegment CDP, thus increasing their LINE binding rate significantly by 23.8 times through automated LINE binding reminders.

The Results

With the support of OmniSegment CDP, DV Biomed established a robust foundation in terms of customer engagement. By leveraging AI smart delivery and personalized communication, the brand saw a 168% increase in repeat purchases compared to the past. Marketing activities through the system's push notifications boosted the ROAS by 275%, significantly enhancing the team's efficiency in marketing execution.

Before implementing OmniSegment CDP, DV Biomed's monthly revenue contribution from existing customers was approximately 50%. After integration of the CDP, the team saw consistent improvements in customer engagement and repeat purchase rates, resulting in the increase of existing customer's monthly revenue contribution up to 70%. This result highlights the significant impact of OmniSegment CDP in enhancing customer retention and driving growth for the brand.