How e5 increases lifetime value of newly acquired customers with automatic cashback
For 45 years, e5 has provided elegant and comfortable clothing for Belgians. With over 50 locations across Belgium, e5 offers collections that ensure access to quality clothing, reflecting current trends and timeless designs.
Overview
Challenge: accessing a new audience in a new channel
Solution: targeted automatic cashback offers published by our bank partners
Results: a steady stream of new clients from a new audience that continue to shop with e5
- x11
- overall ROI
- x15
- ROI from repeat purchasers
- 39%
- of activated audience shopped exclusively with e5 during the campaign
- +41pts
- increase in wallet share
Having seen consistent growth since 2021, e5 wanted to build on the success of the last three years. However, standing out in the fashion industry and maintaining consistent growth is a challenge for every brand in the sector.
Sven Dhollander, e5's Business Development Manager of E-commerce & Marketplaces, knows that outperforming means constantly innovating and finding new solutions to propel the brand and connect with customers.
Challenge : accessing a new audience in a new channel
Eager to reach new audiences and boost the brand's visibility, e5 called on PayLead to integrate automatic cashback into its acquisition strategy. With access to purchase insights from our banking audience, e5 set out to pinpoint and acquire customers they could be sure haven't purchased in the last 12 months.
Solution: automatic cashback offers published by our bank partners
Together with PayLead, e5 leveraged purchase insights from our audience of bank customers to identify Belgians who haven't purchased in the last 12 months. Once the audience was identified and the campaign was created with a CPA of 10% of the purchase amount, PayLead's bank partners published an automatic cashback offer sent to the eligible audience.
The automatic cashback solution ensured that bank clients could make a purchase in-store or online with their bank card and earn a cashback reward from their bank after being activated by the campaign.
Results: a steady stream of new clients from a new audience that continue to shop with e5
After nearly a year of running the campaign, e5 saw the ROI on the campaign hit 11x their investment. Looking closer at the numbers e5 also saw:
- 15% of clients repurchase after activation, which led to a 15x ROI for this audience.
- 39% of the activated audience became exclusive e5 customers during the campaign.
- The brand saw a 41+ point increase in wallet share among the activated audience, detrimental to competing clothing brands.
"PayLead gives us a means to not only get the full picture purchase behaviors of customers within our sector, but ensure those same purchase insights are used to target and activate customers by inciting a purchase at one of our stores." - Sven Dhollander, Business Development Manager E-commerce & Marketplaces at e5
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