How Bel&Bo wins back customers before they drift away

The challenge

Twice a year, in summer and in winter, Bel&Bo sends selected customers a personal postcard with the new collection and an attractive incentive. It works, but it has clear limits.

• Reactive and on fixed dates

  The campaign runs on set moments, not when a customer actually starts to drift away.

• Costly

  Printing and postage make every wave expensive.

• No rhythm per customer

  Everyone gets the same timing, whatever their own buying pattern.

• It had to fit the wider journey

  Reactivation couldn't be a stand-alone action. It needed to connect with the welcome flow, follow-up after long inactivity and the loyalty programme.

Our approach

Not a U-turn, but a smart extension: more personal, automated and continuously steered by customer data, with the customer's own rhythm as the compass.

1. 01

   RFM segments into Adobe Campaign

   We build RFM segments (recency, frequency, monetary value) and send them automatically to Adobe Campaign. Bel&Bo knows who to address, when, and with which product categories.

2. 02

   Alarm moments

   The journey steps in at critical moments: a new customer who doesn't make a second purchase, a loyal customer who goes noticeably quiet, someone heading towards 'lost'.

3. 03

   Three touches per alarm

   An A/B-tested discount email, a reminder when the personal voucher is about to expire, and product recommendations based on favourite categories or brands.

4. 04

   Post and email, together

   The seasonal postcard stays, especially for less digital customers. Email now handles the follow-up: a week before a unique code expires, a reminder arrives with products from the customer's favourite category.

5. 05

   Reporting that shows what moves

   The RFM Movement Report shows segment shifts in real time, and A/B test results are live in Adobe Campaign. Bel&Bo sees who becomes active again, and why.

6. 06

   Built to extend

   The modular setup leaves room for more. A Prospect Flow, a Loyalty Flow that rewards loyal customers and encourages user-generated content, and a Reset Points Flow for long-inactive accounts are planned or in development.

Takeaway

Bel&Bo now builds customer relationships in real time, not in seasonal waves. On the customer's calendar, not ours.

• Fewer one-time buyers

  The number of customers who buy only once is going down.

• 22% more customers moving towards loyalty

  Since the journey started, 22% more customers have taken the step towards (potential) loyal customer.

• Lower print costs

  Part of the reactivation has moved to digital, so print costs are falling.

• Lost customers come back

  Customers who had drifted away are being reactivated.

• Insight into what works

  Thorough A/B testing shows that concrete euro discounts work better and better as a customer moves through the lifecycle.