How to increase customer loyalty in e-commerce?
Marcin Moska
E-Commerce Manager in ESTYL.PL
Dashboard mockup

"With we’ve managed to keep our Newsletter Subscribers base healthy and grow it 35% just within 6 months."

Marcin Moska
E-Commerce Manager in ESTYL.PL

Introduction: is the oldest online reseller of beauty products, fragrances, makeup essentials as well as professional hairdressing & beauty salon equipment in Poland. Their offer covers only original items of top Polish and international brands. They very much care about the high quality of products and services offered – constant improvement of customer satisfaction is the crucial goal of the entire team. The online store is the heart of its business but they also run 3 brick & mortar shops.

Challenges they faced & Goals:

The main difficulty had to deal with was a big number of clients coming to website for one-off shopping only. They made a single purchase and were never coming back. As possibilities of increasing revenue by attracting new traffic were limited, the team needed to find a different way to drive sales. To put it briefly, they needed to implement a customer retention strategy.


The main objective wanted to achieve with was increasing the number of loyal and returning customers, which would help them boost sales in the mid- to long term.

How helps:

Thanks to installing widget on their website, is able to track every detail of their user actions and purchase behaviour across different devices. In addition, they also send data from their internal database to through API. Thus the information stored in is always up-to-date and they’re effectively combining offline and online layers of their business.

Thanks to e-commerce integration, they started to track the following events:

  • adding to cart
  • removing from cart
  • product click, like or adding to list
  • viewing cart
  • checkout
  • purchase
  • different order stages

To collect additional information about preferences, decided to implement a dedicated chatbot that interacts with users and ask customized questions.

In addition, they use several e-commerce automation flows to engage their users and encourage inactive customers to come back:

  • abandoned cart recovery
  • reconnecting with inactive customers (30, 60 and 90 days since the last purchase)
  • after sales service

Basing on the detailed segmentation they also run email and remarketing campaigns:

  • Newsletter
  • Email campaigns with special offers or limited-time deals
  • Remarketing FacebookAds campaigns targeted at users defined by customer segments created in
  • To inform customers about special deals in real time while they’re browsing website, they use web push notifications and popups. Popups are also an effective way to promote a particular brand from their product portfolio or collect contact details.


    What achieved:

    Since the time when they set up and implemented a variety of features, in a half-year they increased the number of their high-quality newsletter subscribers by more than a third. This significant improvement of customer retention has positively impacted their revenue.

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