Founded in 1987, Cervera is a leading retailer of high-quality kitchenware products and home decor in the Nordics. They have an online-first strategy with a rapidly growing online business, yet around 70 physical stores all over Sweden.
Before choosing Voyado, Cervera’s work with CRM was mainly handled manually. Processes were slow, data unorganized – and they couldn’t develop customer services and loyalty programs the way they wanted to. Three years ago, they made some strategic decisions on how to improve the business.
“We wanted to change our business model and focus even more on our customers and their experience. When Voyado first came to us and demoed the product, we were mind-blown about how great the UX was and how easy it is to work in the product. Voyado was really the tool we needed to take that leap into the future,” says Andrew Golrang, Head of IT, Business Development and Supply Chain at Cervera.
Andrew Golrang, Head of IT, Business Development and Supply Chain at Cervera
When implementing Voyado, Cervera put together a small core team to make the process as smooth as possible.
“Thanks to that we managed to implement the product in just three months after contract signing. It’s one of our most successful projects ever,” says Andrew Golrang.
Cervera is proud of the omni-channel solution they’ve built up over the years and feels that Voyado fits their unified commerce strategy. They have integrated Voyado with other systems like their POS and online store, which means they’re now able to deliver a seamless customer experience with personalized and relevant content. The confirmation emails (that almost every customer opens) are also sent through Voyado, giving them higher scores in the email server so they can pass the spam filters easier.
“We appreciate that Voyado is so eager to create and launch new features that help us work even better. To give you some examples: we’re just about to launch a new predictive churn model, product recommendations, and a new segmentation model. And the KPIs connected to CRM – like frequency, net promoter score, and email effects – are the main KPIs we track for the whole company,” says Erika Dalle, Marketing Director at Cervera.
Erika Dalle, Marketing Director at Cervera
Today, Cervera has around 1.6 million members in its membership club. They mainly communicate with customers through newsletters, which allow them to test, analyze and optimize – yeah, pretty much everything.
“We have test and control groups for all communications we do, which is a gold-digging database for us. We know exactly what’s working and what’s not. And we are testing a lot. We test, we act, we improve – and we can see that those small adjustments give great results,”says Erika Dalle.
In the last two years, Cervera has raised the sales effect of emails by 150 percent, and it has become clear that the more personalized the messages, the better results when it comes to open rates, clicks, and conversions.
“For an email with very personalized and relevant content, we can see open rates up to 50 percent. About 15 percent of all our traffic to the website comes from our newsletters, and we have seen a great effect since we implemented Voyado. We also use customer insights from Voyado with our digital advertising, which makes us even more accurate to reach our target group,” says Erika Dalle.
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