"With User.com we’ve managed to keep our Newsletter Subscribers base healthy and grow it 35% just within 6 months."
E-Commerce Manager in ESTYL.PL
Estyl.pl 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 Estyl.pl 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 Estyl.pl had to deal with was a big number of clients coming to Estyl.pl 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 Estyl.pl 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 Estyl.pl wanted to achieve with User.com was increasing the number of loyal and returning customers, which would help them boost sales in the mid- to long term.
How User.com helps:
Thanks to installing User.com widget on their website, Estyl.pl 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 User.com through API. Thus the information stored in User.com is always up-to-date and they’re effectively combining offline and online layers of their business.
Thanks to User.com e-commerce integration, they started to track the following events:
adding to cart
removing from cart
product click, like or adding to list
different order stages
To collect additional information about preferences, Estyl.pl 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:
Email campaigns with special offers or limited-time deals
Remarketing FacebookAds campaigns targeted at users defined by customer segments created in User.com
To inform customers about special deals in real time while they’re browsing Estyl.pl 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 Estyl.pl achieved:
Since the time when they set up and implemented a variety of User.com 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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