Beginning with the market of group buyers, ICON expanded its sales channels to include e-commerce, drugstores, and wholesale outlets in a short period of time, topping sales charts. Alongside the rising costs for customer acquisition, ICON recognized the importance of member management from an early stage. As such, ICON implemented strategies to drive in-store customers to their website, with the aid of tools to accumulate and integrate member data to understand them better. Data integration has helped ICON not only in cultivating brand loyalty, but also serves as a valuable reference for customer acquisition.
ICON's target group comprises women aged 25-39 with affordability to prioritize product quality over price promotions. This group of market relies on personalization over mass messaging for effective communication.
At the beginning, ICON lacked the tools to track customer behavior and data accurately, limiting their accuracy for personalized communication. By implementing a Customer Data Platform (CDP), ICON aims to systematically manage website members, integrate data, gain insights, and drive personalized communications. This data-driven approach enhances repeat purchase rates, loyalty, and customer lifetime value.
ICON, after comparing various CDP systems with their business needs in mind, chose OmniSegment CDP for its comprehensive features, which supports data integration, segmentation, and automated marketing systems. OmniSegment CDP helped ICON integrate website data, such as member information (Operational Data: member basic details, order data), and member behavioral data (Experiential Data: member browsing history and click rates, cart additions, product checkouts). Using the NASLD analysis model, ICON categorized members by their engagement level into 5 segment - "New, Active, Sleep, Lost, and Deep".
With the data on member's spending habits and purchase frequency, ICON was able to estimate repeat purchase cycles of each segment, and implement personalize communications to increase member engagement level. This could also help prevent members from becoming dormant.
Despite having 60% of their total members fall under the "Sleep, Lost, and Deep" segments, ICON still managed to obtain 15% of monthly sales from these segments. Through the OmniSegment CDP, ICON conducted monthly member analysis, and automated "Bonus Reminders" to members to encourage timely repeat purchases.
▲ OmniSegment CDP Built-in NASLD Analysis Model - Customer Lifetime Value
In addition to enhancing member engagement through segmentation models, ICON leveraged OmniSegment CDP's "Behavioral Scripts" to trigger automated communications to members based on real-time purchase behaviors, promoting immediate conversions.
For example, when members exhibit high-potential purchase behaviors such as "viewed products without purchase" or "cart additions without checkouts," OmniSegments automation system will be prompted to deliver personalized messages to these members to encourage purchases. If a member views a product but doesn't buy, OmniSegment CDP sends tailored reminders about the viewed product. If a member left items in cart without checking out within an hour, the system will automatically prompt a purchase reminder to the member, shortening decision cycles and increasing checkout rates.
After implementing OmniSegment CDP, ICON significantly increased its overall marketing efficiency, driving continuous revenue growth. By implementing the NASLD analysis model in OmniSegment CDP for market segmentation, they were able to achieve a marketing ROAS of 35+ even with "Sleeping" members.
Additionally, OmniSegment CDP's AI marketing automation was able to help ICON design personalized customer journeys with its "behavior triggers", resulting in impressive ROAS results. Push notifications for "viewed but not purchased" products increased the add-to-cart rate by 10%. With OmniSegment CDP's 24-hour attribution window, ICON was able to achieve a total sales conversion ROAS of 3,500+.
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