FitFlop: €500k a year by reactivating lapsed customers
We built data-driven reactivation campaigns that win inactive customers back on purpose, with the right offer at the right moment, and results within weeks.
Annual revenue uplift by reactivation of inactive customers
Time to value: Incremental revenue in 60 days vs. control group
In fashion, no customer stays won. You earn each one again with every purchase
A fashion shopper buys once and moves on, browsing across brands with no real loyalty to any of them. Every next purchase has to be earned.
So the question was never why customers drift away. That is simply how the category works. The question was how to bring them back, on purpose and at scale, before someone else caught their attention first.
"Which customers are worth winning back, and how do we do it on purpose?"
Blanket discounts were wasteful and untargeted. What FitFlop needed was precision: the right customer, the right moment, the right offer, working automatically.
Four phases. One permanent change
Find who's actually slipping
Not every quiet customer is leaving. We built a lapsing score that ranks every customer from 1 to 5 by how far they've drifted. That told us exactly who was worth winning back, and who didn't need a discount.
Make the offer personal
Then we matched each customer to the right moment and the right incentive. A stronger offer only for the deepest-lapsed, where it actually pays off. No blanket discounts.
Prove it, don't assume it
Everything launched through Bloomreach against a 20% control group. Every result was measured against customers who got nothing, not guessed. What worked, we scaled. What didn't, we cut.
Runs itself now
The winning campaigns became always-on automated scenarios with live reporting. Reactivation keeps happening in the background, without anyone rebuilding it each time.
More results
We implemented a predictive targeting model that optimized customer selection and improved conversion performance.
Personalised lifecycle campaigns on Bloomreach that grew the value of M&S's most loyal Food customers, without buying that growth back in discounts.
How many customers are you losing between one purchase and the next?
We'll help you win them back, on purpose and at speed.