The musical instruments website is moving forward in its customer relationship management by relying on the Emarsys platform. Personalization and seamlessness of the customer journey have already won over 1.5 million musicians who subscribe to the company's newsletter.
Woodbrass, the musicians' website, a reference for music enthusiasts in France, builds customer loyalty through hyper-personalisation. Founded in 1999 by Christophe Chauvin, the Nantes-based company is built on a phygital model, even though Internet sales account for the bulk of its turnover, which amounts to 50 million euros per year owing to its 1.5 million monthly visitors. Since its acquisition by the Algam group, Woodbrass has also enjoyed the full value chain, belonging to the group which is now a manufacturer, distributor and retailer. To support this growth and attract new customers, the brand has chosen to collaborate with Emarsys, an omnichannel customer engagement platform, in order to implement unique and personalised messages and content.
Optimal Customer Lifecycle Management
Woodbrass needed a truly integrated omnichannel marketing tool to address its shortcomings in acquisition and retention, as well as referrals, upsell, cross-sell, reporting and loyalty data personalisation. With Emarsys, the website aims to attract and engage consumers, with the aim of optimising the management of the customer lifecycle throughout the customer journey. This is not just about re-engaging inactive customers, but about achieving comprehensive control over the value chain. According to Woodbrass, 10% of customer winbacks are now allocated to Emarsys campaigns.
"The software makes it easier to integrate customer data, and to implement it in the creation of campaigns, for a better product flow and better retrievability. We are now able to send the right message at the right time to the right person, for greater interaction with customers," says Arthur Massé, Marketing Manager at Woodbrass. Thus, the e-mailing channel, whether automated or not, has become one of the main sources of traffic to the website. The figures speak for themselves: the Woodbrass newsletter now has more than 1.5 million subscribers, which leads to a significant increase in revenue. Emarsys campaigns alone also account for 6% of traffic to the site. The company has an online offering, as well as three shops, allowing customers to benefit from mail order services, loyalty, trial terms and secure investment.
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