Utkonos

The increase in the «communication to order» conversion in all the direct channels due to the personalized marketing setup

  • Number of employees:
    1 more than 3 thousand

Online hypermarket «Utkonos»

A leading online retailer of foods and other related products. It is a new-generation shop, which combines traditional and cutting-edge retail technologies. The Company organizes the delivery of food, children’s goods, household chemicals, animal care goods and many other things.

The residents of Moscow and some other cities in the Moscow region can order more than 30 thousand product items and have then delivered at any time not leaving their houses.

Goals

  • Automated collection of clients’ data and web-site information about customer behavior and reactions to marketing activities.

  • Setting up the activities for the improvement of data quality in the client’s profile. Updating the client’s data.

  • Setting up a flexible segmentation of customer base on the basis of client’s online behavior and purchase history.

  • Realization of automatic and trigger campaigns, implemented in different channels: E-mail, Sms, Viber, Mobile Push, Browser Push.

  • Integration of recommendation algorithms for the automated population of newsletters with content.

  • Setting up the analytics and KPI of the campaign execution, including the amount and the sum of orders in the campaign.

Result

In 2019, due to building up a system of personalized communications with clients, an average annual growth rate through such channels as e-mail and Viber was 40%.

The share of revenue from e-mail in relation to the total revenue grows by 45% in general.

Moreover, the company managed to cut SMS expenses by 27%.*

Due to the implementation of this project, we got a powerful instrument for managing personalized communications with our customers, providing an advantageous opportunity of analyzing clients’ reaction to the communication in various dimensions (delivery time, a channel, the content, goods, recommendations etc.)

Anastasia Belikova

The head of CRM department at the online hypermarket «Utkonos»

We’re developing our business with the focus on our client and their experience. That is why we need to understand their wishes and reaction to our mutual interactions. The project formed a great basis for building an effective platform for communication and we’re definitely not going to stop there.

Mikhail Morozov

Deputy Director General for customer service at the online hypermarket «Utkonos»

Learn how you can boost your customer engagement!

Book your demo