LUCARDI JEWELERS
You are probably familiar with Lucardi, a beautiful jewelry brand that was founded in 1986. Better yet: who isn’t? We are proud to say this brand has been in our customer portfolio since 2014. We started out with a successful Canopy Deploy implementation and the activities have now expanded considerably. For example, in 2019 we introduced and fully rolled out the customer data platform Datatrics.
SUCCESSFUL EMAIL MARKETING
Customer Data Platform Datatrics
Datatrics stores all customer data from its channels in one central place. Based on this data, we can compile profiles of website visitors and recognize each purchase phase someone is in. We measure website and email behaviour to do this. In turn, we can use these profiles when deploying the various media campaigns on Google and Facebook. In addition to this, we can serve relevant content per profile across the various channels. For example, we offer personalized recommendations to each individual on the website and within emails.
We also use various relevant persuasion mechanisms per purchase phase. Since we started using the CDP Datatrics, the email database has grown enormously: currently 70% of newsletter registrations are generated by Datatrics touchpoints, which we show to the right target group at the right time. In addition, through the use of Datatrics, we are achieving a nice conversion increase of 22% and a more effective use of the media budgets.
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MEDIA
Clever has also contributed in the field of media. We ran campaigns for Lucardi for Mother’s Day and Valentine’s Day. For Valentine’s Day we ran a Youtube campaign. In addition, we also placed display and social advertisements on Fashionchick and placed an advertorial. Due to the great success of this, we were also allowed to start a Youtube campaign for Mother’s Day. The aim of the campaigns was to create awareness and conversions. Bumper ads were used for both campaigns. These short, non-skippable videos are displayed when a video is played. These ensure awareness among the target group: generation Z and millennials. Both campaigns have been very successful.