Read time 5 minutes
The Company:
Musti Group is the leading Nordic pet care specialist operating in Finland, Sweden, and Norway. Founded in 1988, Musti serves Nordic customers in all channels through store chains Musti ja Mirri, Musti, Arken Zoo and Djurmagazinet, and through pureplay online retail brands such as Peten Koiratarvike and Vetzoo.
Benefits by the Numbers:
By adopting Optimove’s CRM Marketing Hub, Musti Group has observed significant improvements in key metrics, including:
As Musti Group desired to enhance customer experience and loyalty, it looked to improve its use of customer data for personalization and recommendations of offers across channels. Initially, the multinational, omnichannel retailer’s customer data was dispersed across many systems, hampering the Customer Experience and Loyalty team’s ability to leverage data for campaigns and its agility to execute campaigns in a reasonable timeframe. As a result, the team sought a platform that went beyond simple email marketing and allowed for robust data transformation, sophisticated segmentation, and personalized multichannel orchestration.
The Musti team was looking for a CDP that could collect all their relevant customer data in one place and by that, be able to create the most relevant customer experience for their customers. Musti chose Optimove as it felt it was an easy-to-use solution that would ensure they utilize their customer data to personalize marketing programs and increase the relevance of these by targeting the right customer, at the right time, with the right offer.
Before using Optimove, customer data was not only siloed but many times, inaccessible. Additionally, marketers did not have the flexibility needed to provide localized experiences based on each individual store’s needs. Today, within Optimove, Musti Group’s CRM Marketing team has easy access to a unified view of all customer purchasing and behavioral data irrespective of the store, channel, or country from where they originate. For example, Musti personalizes campaigns to the needs of specific stores and countries by combining global customer lifecycles defined in Optimove’s customer model with localized strategic logic. Musti’s team applies this flexibility across its strategies from customer acquisition all the way to customer reactivation.
Furthermore, Musti’s marketers can now easily collaborate with individual stores to launch localized promotions. The team can create granular segments with personalized offers within Optimove, and the platform will automatically suppress customers who are not credited with the promotion before executing the campaign. As a result, the team can respond to the needs of each store in a timely and effective manner.
“Optimove’s ability to tailor its platform to our needs has helped us easily scale our personalization for multiple countries and regions by providing the flexibility to implement global programs with a localized strategy. This is something we clearly could not do with our previous provider” —
Jakob Flygare, Data Scientist, Customer Experience and Loyalty, Musti Group
As for many multiproduct retailers, Musti’s customers who buy in more than one category have a higher lifetime value than single-category purchasers. As a result, Musti has many marketing programs focused on cross-selling and upselling customers across categories. One such program focuses on converting non-food customers to food buyers as well as on driving repeat purchases from customers who already purchase food for their pets through Musti stores. Leveraging Optimove, the team combines educational, promotional, and replenishment campaigns to ensure each customer receives the most optimal message for them based on their history with the brand. For example, for replenishment campaigns, Musti uses Optimove’s personalized frequency model to determine when is the right time to trigger a reminder to each customer, based on their individual purchase history. The result is an automated campaign that is sent to each customer based on her, and her pet’s, specific behavior. Similarly, for educational campaigns, Optimove enables Musti’s marketing team to reach out to pet owners based on the age of their pet by either leveraging zero-party data provided by the pet owner, or by inferring a pet’s age based on each customer’s purchases.
“Optimove helps us develop personalized cross-sell campaigns to effectively incentivize purchases across categories, at scale. With Optimove we are not required to put in more work even if our customer count would significantly increase.” —
Jakob Flygare, Data Scientist, Customer Experience and Loyalty, Musti Group
A key component of Musti’s Customer Experience and Loyalty strategy hinges on its ability to classify its customers. Whether by differentiating between the type of customers or the type of pet a customer may have. In order to effectively identify a customer’s traits, Musti counts on either customer data captured upon signup or a sophisticated logic created within Optimove that leverages customers’ purchases to determine the pet they own. Musti uses this data to personalize each message, going as far as matching the image and wording in the banner of its emails to the pet and brand each customer owns. In other words, with Optimove’s powerful personalization capabilities, Musti has been able to transform its complex messaging matrix that accounts for customer country, language, loyalty tier, pet, and favorite brand into simplified email templates. Today, Musti personalizes SMS, Facebook ads, Google Ads, and emails from Optimove’s ESP, Optimail, directly from within the Optimove interface. Together, these channels help Musti communicate with each customer through their channel of preference across all customer journeys.
“Optimove not only allows us to reach our customers across any marketing channel we desire, but has also provided incredible efficiencies when doing so. For example, we have reduced the number of templates needed for a campaign by a factor of three!” —
Jakob Flygare, Data Scientist, Customer Experience and Loyalty, Musti Group
