Appier > Case Studies > Leveraging On-Site Behavior Data for Enhanced Customer Experience: A Case Study of Funshop

Leveraging On-Site Behavior Data for Enhanced Customer Experience: A Case Study of Funshop

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Technology Category
  • Cybersecurity & Privacy - Intrusion Detection
Applicable Industries
  • E-Commerce
  • Retail
Applicable Functions
  • Procurement
  • Sales & Marketing
Use Cases
  • Behavior & Emotion Tracking
  • Livestock Monitoring
About The Customer
Funshop is an online brand based in South Korea, committed to providing a unique and fun experience to its customers. The brand introduces products that have not yet been introduced in Korea, or products that have not been recognized for their value. Funshop aims to be developed as an international collector to entertain customers' lives. The brand offers a range of products from puzzles that were popular in Britain in the 19th century, forgotten paintings, to dream robots still being tested. With a company size of 220,000 members, Funshop operates in the retail industry and is focused on building a personalized digital experience for its customers.
The Challenge
Funshop, a South Korean e-commerce brand, was looking to enhance its marketing outreach through personalization. In the highly competitive e-commerce industry, personalization has become a necessity for brands aiming to better target and engage their customers. However, to effectively execute personalization, Funshop needed to gather more information about its customers, their behaviors, and interests. The challenge was to find a solution that could engage customers, track their actions across marketing channels, and automatically collect on-site behavior data such as what they searched, viewed, and purchased.
The Solution
Funshop partnered with Appier and used its AIQUA, an AI personalization cloud, to address its challenge. AIQUA was able to engage customers and track their actions across marketing channels. It automatically collected customers' on-site behavior data such as what they searched, viewed, and purchased. This data was then used to refine Funshop’s target segments, allowing the e-commerce company to send out increasingly personalized EDMs. Furthermore, AIQUA made retargeting easy and effective with personalized content. It put a trigger-based push notification in place to retarget customers who viewed a product but did not purchase. AIQUA also helped Funshop sort its existing customers via an RFM (recency, frequency, monetary value) analysis, combining on-site customer behavioral data and first-party CRM data to create three membership classes: VVIP, VIP, and inactive.
Operational Impact
  • The implementation of AIQUA significantly improved Funshop's customer engagement and retention. The solution's ability to collect and analyze on-site behavior data allowed Funshop to refine its target segments and send out increasingly personalized EDMs. This resulted in higher open rates and click-through rates. Furthermore, the use of trigger-based push notifications for retargeting customers who viewed a product but did not purchase led to higher conversion rates. The RFM analysis also enabled Funshop to better retarget and send out appropriate information that would resonate with each group of customers, thereby making the most of each marketing outreach.
Quantitative Benefit
  • The average open rate of 34 EDM campaigns reached 33%
  • The click-through rate (CTR) for the EDM campaigns was 31%
  • The personalized push notifications achieved a CTR of 43%

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