How Taniaksiazka.pl strengthened customer relations during Black Week
Client
Taniaksiazka.pl is the largest online bookstore in Poland, with over 14 years of history. Known for its extensive marketing communication subscriber base, the brand focuses on fostering customer loyalty and engagement. During Black Week 2020, Taniaksiazka.pl aimed to expand its VIP customer segment and create personalized customer journeys that strengthen relationships and build a sense of community around the brand.
Challange
Taniaksiazka.pl faced several challenges during Black Week. As the largest online bookstore in Poland, the scale of their operations meant reaching a large base of marketing communication subscribers with personalized content. Additionally, they needed to implement an omnichannel strategy to expand communication across email, SMS, web push, and store accounts, while ensuring consistency and real-time updates across all touchpoints. Furthermore, the intense competition for customer attention during Black Week required an innovative approach to stand out.
Solution
Taniaksiazka.pl collaborated with Vecton to address the challenges and utilized the Synerise platform to execute a multi-channel, data-driven campaign. The solution included real-time segmentation and personalization, enabling tailored email, SMS, and web push communication. Active customers received three waves of targeted messages, while inactive customers were reached with a maximum of one email and one web push notification.
The campaign's automation scenarios ensured seamless execution, with personalized messages sent to the right customers at the right time. The collaboration between Taniaksiazka.pl, Glosel, and Vecton ensured smooth implementation and effective results.
"Black Week 2020 at Taniaksiazka.pl was a multi-level carousel of processes, activities and coordinated events. Marketing Automation worked on a high volume, including: omnichannel communication, personalization, segmentation updated in real time and a multitude of actions depending on the recipient’s reaction – all focused on a huge base of marketing communication subscribers and a Customer Data Platform – contributing to increased customer retention and high sales results in this period. Thanks to professional cooperation with the Vecton agency, the entire process ran smoothly and effectively."
Kamil Krysiuk
Marketing Automation Coordinator at Glosel
Summary
The "Become a VIP" campaign was a key step in strengthening customer relationships for Taniaksiazka.pl. By leveraging the Synerise platform and Vecton’s expertise, the brand successfully implemented a multi-channel, personalized strategy that increased engagement, retention, and sales. The campaign's results demonstrate the power of tailored communication and innovative automation in achieving long-term business goals.
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