Cyrillus Develops Customer Performance and Increases Their Long-Term Value

Cyrillus is a French fashion brand established 40 years ago. It offers products through an e-commerce site and a network of 55 stores, employing 400 people. Originally specializing in children’s ready-to-wear, Cyrillus now caters to the entire family and has developed a home range that includes furniture, decoration, and tableware.

• Personalize the customer journey to boost performance and accentuate brand premiumization
• Encourage the discovery of new product universes
• Prioritize effective channels in omnichannel tactics to optimize budgets

To cope with a fluctuating retail market, Cyrillus wanted to develop customer performance to increase their long-term value, and diversify its offer by building on its home range. Its strategy is to accentuate premiumization and develop an individualized, omnichannel customer journey that encourages conversion and the discovery of new products.

To meet the challenge of hyper-personalization, Cyrillus needed a tool that would enable it to analyze customer behavior and optimize its campaigns by finely segmenting its customer base.

• Customer Data Activation to detect purchasing intentions
• Personalize messages with a selection of products based on products viewed
• Use AI to enrich the selection of recommended products
• Encourage cross-channel marketing by adapting message and timing to the site or store itinerary

Cyrillus has chosen Customer Data Activation from Skeepers to detect its customers’ purchasing intentions and trigger personalized campaigns. Once defined with Skeepers, the campaigns are sent to Selligent, the CRM tool that dispatches email or SMS, depending on which channel is most likely to convert.

Several types of campaign have been activated with Skeepers. The sales campaign makes it possible to avoid “full base” mailings, a practice that Cyrillus refrains from in order to avoid unnecessary mailings. By offering individualized content, based on the products that customers have consulted during their visit, click-through and conversion rates are optimized.

The relaunch campaigns incorporate similar or complementary products, proposed by the AI, to help customers discover the offer, opening up new worlds. This is how Cyrillus recently repositioned its homeware range.

The brand has also launched a reactivation campaign for at-risk customers, automatically detected by Skeepers. By offering them a seamless, personalized path, they access a personalized site offering the right promotion, by logging on from the email.

• A direct impact on the conversion rate of the various campaigns activated
• Save time through automation and integration
• Reduce costs and marketing pressure by using AI to identify channels of customer interest.

The Skeepers platform has become the operational tool consulted daily to analyze activity, detect the right use case, create targeting, and trigger the campaign. Its impact is measured both in terms of increased conversion and financial gains. Campaigns offering individualized content have an omnichannel conversion rate of 17.6%, which is 2.5 points higher than non-personalized campaigns. Skeepers can also use AI to identify customers’ preferred communication channels, helping to moderate marketing pressure. Result: 30% of the advertising budget saved without compromising conversion.

Skeepers is the solution to continue digital growth, which already represents 30 to 40% of Cyrillus’s revenue.