About plain-me
Starting out from a small office space of less than 200 square feet, plain-me has now developed into Taiwan's top iconic fashion brand selling branded apparels and lifestyle products. With over 200 brand partnerships across the world, plain-me led the industry with innovative seminars and articles aiming at educating the public on lifestyle and outfit knowledge, hoping to aspire more people in the fashion industry.
In the early stages, plain-me was the first Taiwan fashion brand to integrate both online and offline platforms in their business model, managing both their online website and physical stores. This has helped increase overall business traffic and uplift customer's shopping experiences with them. Later on, they also developed their very own members-exclusive app, efficiently bridging customer's journeys into a seamless experience and becoming Taiwan's top fashion and lifestyle brand.
Improving Customer Retention Rates with Smart Data Analytics
Rising Costs of Third-party Data Leads to Switch in Data Source
Plain-me's aspiration is to spread the fashion culture. As such, their target audience is the community as a whole. Facing such a large market group, customer data is essential for plain-me to truly understand each customer's different fashion sense in order to deliver effective communication. However, with the substantial rise in the costs of third-party data, it gets more challenging for plain-me to gather insights on their customers. To solve this issue, plain-me sees the need to switch their data source to using zero-party data (data voluntarily shared by customer) and first-party data (brand's own data collection), helping them gain full control over customer data acquisition.
Excessive Information Affects Decision Making in Consumers
Ever since the Covid-19 pandemic, retailers have noticed a change in the way consumers process information. Consumers are starting to take more control over the way they perceive information, with tendencies to compare between brands, making it hard for businesses to retain customers in such competitive environments. The price for third-party data is also increasing, making the cost to acquire new customers to grow up to 5 times of the cost it takes to retain existing customers. This has prompted brands to switch their focus on implementing effective customer retention strategies instead.
Activate Highly Personalized Experiences with Real-time Customer Data
Unifying First-Party Customer Data: X-Data and O-Data
OmniSegment CDP integrates customer's experiential data (X-Data; data on browsing history, clicks, engagements, etc.) and operational data (O-Data; data on membership profiles, orders, etc.) to support plain-me with real-time processing and feedback on customers' 360-degree customer profile view. In addition, OmniSegment's built-in drag-and-drop editor allows plain-me to design automated scenario-based customer journeys, creating highly personalized customer experiences to win customers at heart.
Enhancing Zero-party Data Source with SurveyCake Partnership
Besides O-Data and X-Data, OmniSegment CDP is also capable of integrating data from other sources. Through partnership with SurveyCake (an online survey platform in partnership with beBit TECH), plain-me was able to automate the delivery of survey forms to customers 7 days after every purchase, and with the OmniSegment CDP, perform automated customer segmentation by labeling with the data obtained. Plain-me was able to easily build precise customer profiles based on customer's needs and preferences. Other services by SurveyCake like market research and preference-based measures have also helped plain-me to build closer customer relationships, making them feel heard and valued.
AI Marketing Automation, Scaling Contents with Zero Coding Skills Required
With more than 40 scenario nodes, OmniSegment CDP allows brands to automate personalized customer experiences with drag and drop editors from various data sources, trigger conditions, customer profiles, and marketing channels. Besides, brands can also provide smart recommendations to their customers through OmniSegment CDP, with its built-in AI model ‘Dr. Kao AI' that incorporates deep learning mechanisms to deliver contextual recommendations to customers across the most suitable channels. With zero coding skills required, brands will be able to handle a large customer base with OmniSegment CDP's detailed analysis and segmentation of data, cultivate better understanding of customers and deliver precise, personalized communications.
The Results
Through OmniSegment CDP, plain-me was able to effectively integrate, utilize, and convert zero and first-party data into useful marketing strategies. Plain-me was able to achieve ROAS growth of 200 and above in a marketing campaign using SurveyCake, where survey data could be strategically obtained and subsequently managed using OmniSegment CDP's predictive segmentation technologies, delivering successful personalized customer experience.
By leveraging marketing automation and applying effective personalized communication, plain-me was also able to increase open rates and click-through rates by 28% and 106% respectively, successfully retaining customers and boosting repeat purchase rates.
"In times when advertisements come with high CPC and low ROAS, customers’ repeat purchase really means a lot to us. With OmniSegment CDP, we were able to cater to different scenarios in each customer journey, like customer’s product web browsing, abandoned cart, point-of-sales, or even retarget lost customers."PEKO · PLAIN-ME DIGITAL MARKETING ASSISTANT MANAGER
