Case study

An analytical system that performs fully-automated behavioural segmentation of clients in addition to working as a recommendation system.

Challenge

Determining the current and future needs and interests of Showroom.pl and Showroom.de customers based on their behaviour.

Organisation profile

SHOWROOM – part of Copenhagen-based Miinto Group – is the largest Polish online store where you can find clothes and accessories from European boutiques. Over 100 specialists and fashion enthusiasts work in the Warsaw headquarters of SHOWROOM. While local teams are responsible for marketing, 

customer service and communicating with partners of SHOWROOM, global teams create technological and operational solutions for the entire Miinto Group – a leading online fashion platform in Europe and one of Scandinavia’s fastestgrowing e-commerce businesses.

Solution:

MIM Solutions prepared a large-scale personalisation of the Showroom.pl website. In particular, it included:

  • user behavioural segmentation for Showroom.pl and Showroom.de: The MIM team created an analytical system profiling customer behaviour based on their actual behaviour. We provided an in-depth analysis of customer groups. This segmentation was easily recognised by the Showroom marketing team (i.e. the segments correspond to aptly-named customer groups). This segmentation was later used in personalised correspondence – each user segment received its own version of the newsletter. In addition, the results of this analysis were used to build specialised social media marketing campaigns.
  • combining segmentation with our recommendation system: thanks to this, SHOWROOM could fully personalise all of their marketing activities. The recommendation service is used on their homepage, category page, product page, and in the search engine and newsletter.

RESULTS:

+ 10% GMV in newsletters

+ 9% CTR on the website

+ 3% from CR on the website

+ maximum score in Facebook Ads

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