How one of the largest baby care shops, scaled their CRM to the max. In just 6 months without any expertise.
4mybaby is an established Swiss online baby market platform that has been offering the highest level of customer satisfaction for over 17 years.
With an impressive stock of over 60,000 items, the range covers everything from baby carriages, car seats, toys and clothing to furniture, care products and much more.
The young, dynamic team at the Wollerau site, complemented by the specialist store in Galgenen, attaches great importance to first-class customer service - both online and in-store.
The biggest challenge for 4mybaby is the sheer size and variety of the product range, which extends from clothing, food and care to furniture, toys and equipment. New products are constantly being added to the store, which means that the marketing team is constantly faced with the task of reflecting this diversity while maintaining an overview.
Traditional segmentation is reaching its limits: It is practically impossible to cover the multitude of different customer needs and life situations using rigid rules. The dynamics of the baby market itself are also particularly challenging - the needs of parents change rapidly because babies grow in a short space of time and new products are required. A newborn needs different items than a six-month-old child, and yet others when the child learns to walk.
Traditional segmentation is reaching its limits: It is practically impossible to cover the multitude of different customer needs and life situations using rigid rules. The dynamics of the baby market itself are also particularly challenging - the needs of parents change rapidly because babies grow in a short space of time and new products are required. A newborn needs different items than a six-month-old child, and yet others when the child learns to walk.
With Avys' out-of-the-box CRM skills, 4mybaby was able to achieve sales within 24 hours that were previously not possible with traditional approaches. The decisive advantage lies in the fact that Avys automatically scales its strategies to the entire, huge product range and at the same time adapts flexibly to the highly dynamic nature of the store.
While segmentation and rule-based flows are almost impossible to maintain in a market as fast-moving as baby supplies, Avys works completely independently. She learns continuously, recognizes new patterns in purchasing behaviour and adapts its measures immediately without the marketing team having to intervene. A particularly impressive example is the handling of new products: Every time new items are added to the store, Avys automatically records them, understands their characteristics semantically and places them in the context of the individual needs of individual customers.
On this basis, it curates personalized new product recommendations on a weekly basis, which appear to have been selected by hand, and markets them specifically to the right recipients. This results in campaigns that are unique and highly relevant to each customer. This level of hyper-personalization would not only be extremely time-consuming with conventional segmentation or complex automation flows, but practically impossible to implement. However, Avys does this fully automatically, efficiently and with a level of quality that was previously unattainable - taking 4mybaby's CRM to a whole new level.
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