How Etam acquired and created repeat customers with automatic cashback
Etam is a major multinational fashion chain with more than 1500 stores in 57 countries. Today, Etam is a leader in the womens clothing sector, growing from it’s beginning’s as a single store in Berlin to a global brand serving clients across the globe.
The brand has long held innovation in its DNA, which is seen not only in their clothing but also in their marketing strategy.
With PayLead, Etam found a partner that could give them access to a new audience and powerful purchase insights to craft strategies to help them reach their acquisition and customer loyalty objectives in Belgium.
The challenge: acquiring new repeat customers
Acquisition and loyalty are two sides of the same coin, and Etam wanted to deploy campaigns that not only brought in new customers across Belgium but turned them into repeat buyers. In partnership with Etam’s marketing team, PayLead was given the mission to deliver sales from new prospects and re-engage those same clients to make a repeat purchase.
La solution: le dispositif Etam & PayLead
Etam est intégré dans les programmes de cashback de BNP Paribas Fortis, Keytrade et Proximus en Belgique. Grâce à la diffusion d’offres ciblées directement intégrées dans les applications bancaires, Etam souhaite influencer les comportements d’achat de plusieurs milliers d’utilisateurs.
The solution: Launching automatic cashback campaigns in bank channels
Etam used purchase insights to craft campaigns to reach and influence the purchase behaviors of new and existing customers. These campaigns were then published across PayLead’s network of bank partners, and displayed in the applications of BNP Paribas Fortis, Keytrade Bank and Proximus as personalized automatic cashback offers that reward eligible clients for making a purchase.
The results : a series of campaigns that engaged and extended the client life cycle
After seven months of running campaigns, Etam generated more than €200K in revenue, reaching an ROI of 12x!
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- 22% of new customers made multiple purchases after receiving their first cashback reward.
- 82% of loyal customers made multiple purchases at Etam after receiving a cashback reward. Those same customers saw their purchase frequency increase by +88% compared to the average seen 6 months before reward eligibility.
- 62% of customers rewarded by the loyalty strategy came from the acquisition strategy, showing the ability for both campaigns to work in tandem and prolong the customer life cycle.
- Etam gained 24 points in wallet share at the expense of other players in the lingerie sector!
Gaining more visibility with a growing network of bank partners in Begium
Since first launching campaigns with PayLead, Etam has since been able to reach even more bank clients as our Belgian network of bank and fintech partners continues to grow. The first campaign was sent to Keytrade Bank and BNP Paribas Fortis clients across Belgium, and now been made available to Proximus clients, further boosting the visibility of the brand in Belgium.
“We truly appreciated PayLead’s analytic prowess in helping us create campaigns that leverage purchase insights from their banking audience. Their ability to provide hyper-precise targeting, significant results, and the detailed performance metrics to go along made all the difference.” - Zoé Delcour, Marketing & Digital Manager at Etam
