Massive Rocket &

Back Market

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Back Market & Massive Rocket Customer Story

Revolutionising the Refurbished Electronics Market

Founded in 2014 and headquartered in Paris, Back Market is the leading global marketplace for refurbished electronics. Back Market connects customers with high-quality, certified refurbished devices through a platform that promotes sustainability and cost-efficiency.

Back Market's mission is to provide a trusted, transparent, and eco-friendly alternative to buying new electronics. Their marketplace offers a wide range of products, including smartphones, laptops, and home appliances, all rigorously tested and certified by experts. With a strong presence across Europe, the U.S., and other international markets, Back Market leverages advanced technology and strategic partnerships to ensure a seamless shopping experience and to drive the growth of the circular economy.

‍Ambition 

Back Market, the prominent marketplace for refurbished electronics, aimed to enhance its CRM strategy to drive better engagement and growth. They collaborated with Massive Rocket to overhaul their CRM efforts and achieve a more significant impact on their customer interactions.    

Data Analysis and Insights

We began by conducting a thorough analysis of Back Market’s existing CRM data. This process involved examining customer interactions and engagement patterns to identify key areas for improvement. The insights gained from this analysis formed the foundation for the subsequent CRM optimisation efforts.   

CRM Optimisation Strategy

‍Based on the insights from the data analysis, Massive Rocket focused on refining Back Market’s customer segmentation and targeting. They developed personalised CRM campaigns tailored to specific customer segments, ensuring that each interaction was relevant and impactful. This strategic enhancement aimed to increase the effectiveness of Back Market’s CRM efforts.

Campaign Enhancement

To further boost CRM performance, Massive Rocket optimised Back Market’s email and in-app messaging campaigns. They introduced compelling content and leveraged automation to drive higher engagement rates. These improvements were designed to make customer interactions more meaningful and timely, enhancing overall engagement.

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Strategy & Approach 

To improve Back Market's CRM performance, Massive Rocket used a strategy that included new channels, refined segmentation, optimised campaigns, and enhanced lifecycle communications.

Enable New Channels

Massive Rocket identified and integrated new channels to broaden Back Market’s CRM reach. This involved exploring and implementing emerging platforms that could enhance customer engagement and provide additional touchpoints for interaction. By expanding the channel mix, they aimed to capture a larger audience and create more opportunities for personalised communication.ons.

Baseline Segmentation & Insights Approach

The initial phase focused on establishing a solid segmentation strategy and deriving actionable insights. Massive Rocket conducted a comprehensive analysis of Back Market’s customer data to develop a baseline segmentation framework. This approach helped identify key customer groups and their behaviours, providing a foundation for targeted CRM efforts and more effective engagement strategies.

Optimisation of Existing Campaigns

Massive Rocket then turned their attention to optimising Back Market’s current CRM campaigns. They refined messaging, improved content relevance, and leveraged automation to enhance campaign performance. By fine-tuning these campaigns, they aimed to increase engagement rates and drive better results from existing customer interactions.

Lifecycle Communications Enhancement

A critical component of the strategy was to address lifecycle communications, particularly focusing on lapsation within the 6-12 month period. This included targeting prospect users who had last created an account during the initial 6-12 months, reaching them with different canvases to increase engagement. Massive Rocket provided strategic support to improve lifecycle messaging and re-engage customers who had become inactive. This targeted approach was designed to reduce lapsation rates and maintain a more active and engaged customer base.

Performance Tracking and Results

Massive Rocket implemented robust tracking mechanisms within Google Analytics to measure the impact of the CRM strategies. By establishing clear KPIs and continuously monitoring performance, they were able to refine tactics in real-time for optimal results. This approach led to a significant increase in CRM-driven sessions for Back Market, growing from 0.3% to 1% by year-end, resulting in improved engagement and higher conversion rates.

The Results

Partnering with Massive Rocket, Back Market overhauled its CRM strategy to optimise data, enhance communication, and deliver personalised content. Here are the key outcomes of this collaboration.

Data Implementation & User Update

Massive Rocket successfully implemented advanced automation through a series of canvases designed to keep user data current and actionable. Key updates included automatically refreshing cart_items and browse_items attributes in response to user actions, like adding items to the cart or viewing products. Additionally, a canvas was set up to reset specific user attributes, such as cart_items and last_viewed_items, immediately after a purchase, ensuring accurate and up-to-date user profiles.

Price Drop Communication

To boost user engagement, Massive Rocket developed a targeted Price Drop communication strategy for U.S. users. A dedicated canvas was created to trigger emails and push notifications whenever a product's price drops. This initiative included the creation of a specialised email template and content blocks that managed all aspects of the communication, from logic to visual elements. The result was a streamlined and effective approach that kept users informed about price changes, driving higher engagement and conversion rates.

Your Device Feature Launch

The launch of the "Your Device" feature marked a significant milestone in Back Market’s efforts to increase user retention. This app-only feature provided users with regular tips and tricks for maintaining their devices, delivered through content cards every four days. Together we designed a promotional canvas to encourage app updates and ensure users had access to the latest features and tips. The journey was successfully implemented across multiple territories. 

Audience Strategy & Operational Execution

To maximise the impact of CRM efforts, we employed a detailed audience segmentation strategy. Users were segmented into high, mid, and low engagement levels, with campaigns tailored to each group. This approach allowed for more precise targeting and content delivery, which in turn led to increased user engagement. The operational strategy also included testing parameters to continually refine and optimise the effectiveness of campaigns.

Product Recommendations

A key enhancement to Back Market’s CRM strategy was the implementation of personalised product recommendations for users who had abandoned their shopping carts. This initiative involved sending targeted emails featuring products in the user’s local currency, with configurations for multiple markets, including Germany (DE), Spain (ES), France (FR), the United Kingdom (UK), Japan (JP), and the United States (US). The setup was designed to be easily scalable, allowing for quick expansion to additional countries by adjusting content blocks and currency with liquid logic.

Braze Integration with Attraqt

To further personalize the user experience, Massive Rocket integrated Braze with Attraqt, a platform that creates exceptional shopping experiences through AI-supported search, merchandising, and personalization solutions. This integration enabled dynamic product recommendations in email campaigns, featuring tailored widgets with product slots for categories like tablets, MacBooks, and smartphones based on the user’s last interactions. Separate configurations were developed for Android and iOS, ensuring platform-specific recommendations. This not only enhanced email personalization but also streamlined the setup process across regions, improving overall CRM effectiveness.

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Why We Love Back Market ❤️

We love Back Market for their commitment to sustainability and offering high-quality refurbished electronics at affordable prices. Back Market stands out by promoting a circular economy, reducing electronic waste, and making tech more accessible to everyone.

They offer a wide range of products, from smartphones to laptops, all rigorously tested and certified. Their focus on transparency, quality assurance, and customer satisfaction builds trust and ensures a positive buying experience. Back Market’s dedication to environmental responsibility and making tech affordable makes them a company we admire and support.

A Strategic Alliance to Elevate Customer Engagement

Back Market and Massive Rocket collaborated to enhance CRM capabilities and drive customer engagement to new heights. By integrating advanced data management and personalised communication strategies, the partnership turned customer insights into impactful actions, leading to several key achievements.

• Enhanced Data Implementation & User Updates
• Successful Launch of Price Drop Communication
• Introduction of the "Your Device" Feature
• Improved Audience Strategy & Operational Execution
• Expansion of Product Recommendations Across Markets

Ready to unlock the power of data-driven customer experiences?

^{Let's Talk!}

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