Challenge
Back Market needed to refine its CRM strategy, improve data management, and enhance communication channels to deliver more personalized, impactful customer interactions at scale.
Back Market, the leading marketplace for certified refurbished electronics, connects customers with high-quality, eco-friendly tech solutions. To scale engagement and retention, Back Market partnered with Massive Rocket to optimize CRM workflows, enhance personalization, and integrate advanced customer data strategies through Braze and Segment.
Massive Rocket automated Back Market’s CRM data updates, ensuring real-time user profile accuracy. This included dynamically refreshing cart_items and browse_items attributes based on customer actions. Post-purchase resets were implemented to streamline engagement tracking, ensuring precise targeting for future campaigns.
Goal: Improve data accuracy and segmentation efficiency.
Result: Enhanced user profiles, ensuring timely, relevant interactions.
U.S. users. Emails and push notifications were triggered when selected products dropped in price, ensuring users remained engaged and motivated to purchase. The initiative involved:
Goal: Increase user engagement through real-time pricing updates.
Result: Higher open and conversion rates, leading to improved purchase intent.
Back Market launched the "Your Device" feature, an in-app experience delivering personalized tips and updates to customers every four days. The feature was designed to enhance post-purchase satisfaction and long-term retention by providing:
Goal: Strengthen post-purchase engagement and brand loyalty.
Result: Increased app retention and prolonged customer lifecycle.
Massive Rocket deployed a comprehensive audience segmentation strategy, categorizing users into high, mid, and low engagement tiers. This strategy allowed:
With a clear understanding of customer behavior, Back Market delivered hyper-targeted communications that increased engagement and customer retention rates.
Back Market introduced AI-driven product recommendations for abandoned cart users. Dynamic email modules personalized content based on user preferences and purchasing history. The strategy included:
This approach significantly increased conversion rates by ensuring users received highly relevant product recommendations.
To further enhance personalization, Massive Rocket integrated Braze with Attraqt, an AI-driven merchandising platform. This enabled:
This integration streamlined CRM-driven product recommendations, ensuring a frictionless and engaging shopping experience.
