E-commerce brands must treat CRM as more than just a tool. It requires a deep understanding of customers, advanced data management, and the ability to create personalized experiences at scale. Traditional newsletters and basic segmentation are no longer enough—behavior-driven marketing automation is now leading the way.
For NELLY and NLY MAN, embracing this transformation was a must. As Therese Leike Kärvestedt, Product Owner CRM at Omniarch/NELLY, explains: “Implementing Voyado has simplified the process for NELLY to create even more relevant customer journeys.”
NELLY was facing significant challenges in managing its growing customer base and increasing communication volumes. The company’s existing setup relied on three separate systems to handle customer data, communications, and product recommendations. These disconnected systems led to delays, inefficient workflows, and integration issues.
The limitations didn’t just slow things down, they also created bottlenecks that put pressure on the team. To combat this, NELLY needed a solution that could bring everything together and scale with their ambitions.
As part of a migration to a new e-commerce platform in 2024, NELLY saw an opportunity to rethink its approach. The goal was clear: create a system that was scalable, efficient, and user-friendly while delivering the personalized experiences their customers expected.
Therese Leike Kärvestedt, Product Owner CRM at Omniarch/NELLY
To address these challenges, NELLY partnered with Voyado and Omniarch to expand their use of the Voyado suite, implementing Voyado Engage to complement Elevate. This move allowed NELLY to consolidate their CRM within the new tech stack, replacing outdated systems with a single, integrated solution.
“The collaboration between Voyado and Omniarch was essential for a smooth and efficient implementation of such a comprehensive system change,” says Niclas Preber, Account Manager at Voyado.
With the new system in place, NELLY achieved seamless automation for key workflows, such as abandoned cart and abandoned browse campaigns. These campaigns not only increased traffic and engagement but also streamlined operations, enabling the team to save time and focus on crafting impactful customer journeys.
The integration of advanced product recommendation tools further personalized the shopping experience, ensuring customers received relevant and engaging content tailored to their behavior and preferences.
Therese Leike Kärvestedt, Product Owner CRM at Omniarch/NELLY
By embracing a data-driven approach, NELLY transformed the way it engages with customers. Automated segmentation, trigger-based campaigns, and personalized content became core elements of their strategy. This shift allowed them to move away from fragmented processes and build a scalable foundation for future growth.
The results speak for themselves: higher engagement, improved efficiency, and campaigns that deliver stronger profitability. As Leike Kärvestedt reflects, “NELLY can now create more relevant customer journeys in real-time, which has further improved the possibilities for them to connect with their customers.”
With Voyado as a central part of their tech stack, NELLY is well-positioned to continue leading the way in Nordic fashion e-commerce, setting a benchmark for customer experience and data-driven marketing together with Omniarch.
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