Case Study

How foodspring Leveraged Braze to Create a First-Class CRM Setup

8

Consecutive months of exceeding revised revenue targets (so far)

40%

Of foodspring's revenues is now attributed to automations

20%

Revenue contribution from CRM

The Challenge

foodspring aimed to enhance customer engagement and long-term loyalty by reducing its reliance on promotional emails and implementing personalized user experiences. Recognizing the primary obstacle to sustainable growth was the lack of a sophisticated automation strategy, their mission was to create a dynamic and compelling approach that would drive key metrics such as increased user interaction, retention, and overall revenue.

The Solution

Taxonomy Deep Dive and Implementation

The project began with an in-depth analysis to categorize customer interactions for Braze’s automation. This process enabled precise tracking of various events and actions, setting the stage for personalized automation. Web SDK events were meticulously implemented through Google Tag Manager to help support this categorization.

Example of a user profile with custom attributes in Braze

 

Multi-channel Strategy and Automation

Together, Phiture and foodspring were able to develop a comprehensive multi-channel strategy incorporating emails, web pop-ups, and seamlessly integrating promotions with automation flows.

 

Personalization using Braze

Personalization was a key focus, utilizing Braze’s advanced features to enhance relevancy and efficiency. Tools such as Liquid Logic, Catalogs, Content Blocks, Webhooks, Promocodes, APIs, and Audience Sync were leveraged to create a highly personalized customer experience.

Example of a Braze Canvas flow Phiture implemented for foodspring

Working with Phiture has significantly elevated our CRM strategy. Their expertise in leveraging Braze’s automation and personalization features helped us exceed the targets. CRM has become a crucial channel for our business, now contributing 20% of our overall revenue, thanks to Phiture’s strategic approach to customer engagement and retention.”

Thomas Stegelmann — VP eCommerce, foodspring

The Results

Achievement of Revenue Targets

Through our engagement, foodspring successfully met revised revenue targets for eight consecutive months, demonstrating the effectiveness of our strategies and collaboration.

 

Expansion of Live Flows

We expanded from tracking just two events to monitoring a broad array of events and attributes, building 25 live flows. This ensured customers received personalized, relevant communications, significantly boosting engagement capabilities.

 

Significant Revenue from Automations

Automations began contributing to 40% of foodspring’s revenue, highlighting the success of our engagement strategies. Notably, there was substantial growth in categories like Onboarding, which saw a 7.05% month-over-month increase since the start of the year.

 

Impressive Revenue Growth

From January to May 2024, foodspring generated €2.13 million through CRM activities, accounting for 20.31% of the company’s total revenue. This solid contribution underscores the overall business performance improvements driven by our strategies.

Conclusion

Through the seamless integration of Braze with foodspring’s CRM setup and the implementation of strategic multi-channel automation, foodspring has significantly improved its customer engagement and revenue trajectory. The continuous adaptation and optimization of strategies have enabled foodspring to surpass its revenue goals, highlighting the effectiveness of personalized, automated customer interactions in fostering long-term e-commerce success.

“foodspring is a German web-based e-commerce D2C company, serving 6 different markets across Europe. They are enthusiastic nutritionists, sports experts, and athletes. Their goal is to develop the most natural and innovative foods of our time. No matter whether this is all about sports nutrition, functional foods, or superfoods – we take food to a whole new level. Every one of our products has its promise of quality. Best ingredients are processed sustainably to maintain the nutritional value.”

Client: foodspring
Website: https://foodspring.com
Services: CRM / Retention / Engagement

Additional: Recommendations for a Successful CRM Strategy

Balance Promotional and Automated Campaigns:

  1. Ensure a balanced mix of targeted promotions and automated campaigns to sustain revenue growth, even in slower seasons.
  2. Focus on automating key customer journey moments, especially during onboarding and at the moment of purchase. For example, Abandoned Cart flows are key for e-commerce companies.

 

Enhance Personalization:

  1. Craft more personalized, targeted messages to elevate customer engagement and drive interest in specific products.
  2. Segmentation based on behavior and preferences greatly enhanced engagement and conversion rates.

Continuous Testing and Optimization:

  1. Scale and optimize successful automations to enhance personalized customer interactions.
  2. Conduct A/B tests on touchpoints, delays, and content, to determine the most effective combination for maximizing engagement without subscriber fatigue.

 

Above all, flexibility and adaptability are always essential in strategy implementation.