We were experiencing rapid growth, making it a pivotal year for our company.
Our ability to keep pace with this growth and our acquisition investment was made possible with Insider’s assistance.”
Customer Journey Lead at Gaia
Success Story
How GAIA increased conversions by 166% with hyper-personalized omnichannel journeys
Architect
CDP
Next Best Channel
166%
increase in CVR (via Smart Recommender)
100%
increase in CVR (via personalized coupon management)
114%
increase in CTR
Industry
Retail
Channels
Push Notifications
Onsite
Cross-Channel (Architect)
Messaging
Solutions
Architect
Smart Recommender
Executive summary
GAIA was looking for a marketing platform to help reach its customers with relevant, contextual content and messaging. The home goods retailer had been experiencing rapid growth, so it was important the platform could scale at the same pace. The partnership with Insider enabled GAIA to better understand its customers thanks to a 360-degree view within Insider’s Customer Data Platform (CDP). This enabled the brand to build data-driven, personalized experiences tailored to each customer’s preferences. The personalized cross-channel customer journeys resulted in a huge 166% increase in conversions.
About GAIA
GAIA is one of Mexico’s most successful startups having earned itself a spot in the prestigious Top 100 Most Important Startups in Mexico, 2023 by Forbes Mexico and Rockstart. Specializing in designing furniture and accessories tailored to individual lifestyles, GAIA’s main revenue stream is online sales. The retailer needed a marketing platform that could reflect its reputation for bespoke, personalized products in its customer experiences.
USECASE #1
Doubling conversion rates and protecting profit margins with Architect
The challenge
GAIA prides itself on recognizing that every person and every home is different—but its marketing efforts weren’t personalized to reflect this. The team wanted to gain a holistic view of each customer to tailor journeys, content, and offers based on individual behaviors and needs. GAIA also wanted to be more purposeful about how and where it was contacting its customers—there was no point in sending bulk emails to customers with a 0% open rate.
The solution
Insider worked with GAIA to unify its customer data into a single platform to gain a 360-degree view of each customer. The team then used this to build more precise segmentation and relevant journeys by identifying where each customer was in their lifecycle. GAIA then distributed coupons to customers based on their AOV, providing greater discounts for higher AOV to protect profit margins.
GAIA used Insider’s AI-powered Next Best Channel feature to ensure discounts reached customers on their preferred channel. Next Best Channel uses customer data to predetermine the next channel to send a message on, avoiding indiscriminate spending across all channels and increasing the likelihood of engagement. GAIA’s data-driven, personalized marketing strategy doubled conversions and increased click-through rates by a huge 114%.
The results
100%
increase in CVR
114%
increase in CTR
Powering our journeys with customer data has enabled us to connect with customers on a whole new level. As a business, we pride ourselves on understanding how deeply personal a person’s home is to them, and now we can carry this into our marketing efforts with only the most relevant, personalized notifications for every customer.”
Customer Journey Lead at Gaia
USECASE #2
Boosting product discovery across WhatsApp and Email with data-driven recommendations
The challenge
Once GAIA had built out its journeys, the retail startup knew that it needed to go beyond favorite channels and dig deeper into its customer purchasing behavior. By building 360-degree views of each customer, the retailer could then launch hyper-personalized journeys with relevant product recommendations to increase the chances of conversion.
The solution
Insider recommended using its data platform to track the products customers were viewing and adding to their carts. By using AI-powered algorithms such as Likelihood to Purchase, GAIA then sent contextual notifications about products it knew the customer was interested in. The relevancy of these product recommendations encouraged more customers to convert, helping boost conversion rates by 166%.
We didn’t realize how much of an impact product recommendations would have. A 166% increase in conversions is incredible— we have Insider to thank for our huge success this year.”
Customer Journey Lead at Gaia
The results
166%
increase in CVR
Summary
“Insider’s assistance was essential for us to manage our rapid growth efficiently, simultaneously saving time and budget while enhancing our key metrics. The close collaboration with the Insider team on product development and Gaia strategies was equally vital for our success, and I believe the combination of support and platform was the key to our incredible results.”
— Customer Journey Lead at Gaia
Looking ahead
GAIA is interested in maximizing productivity with Insider’s Sirius AI. Sirius AI™’s generative, predictive, and conversational AI features help make marketers 30 times more productive. The team is keen to leverage its capabilities within Architect to boost journey orchestration and free up time to work on other high-impact marketing strategies.
Favorite feature
Likelihood to Puchase
GAIA's standout feature is the Likelihood to Purchase trigger. By only targeting those most likely to purchase, the team protected profit margins and avoided blanket discounts.
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