How Filippa K Elevated Personalisation and Efficiency

Stormfors helped Filippa K optimize their email marketing by enhancing personalization and automation in Voyado. They introduced tailored workflows, such as welcome and re-engagement campaigns, and improved reporting for better performance tracking. This led to more relevant customer experiences, increased engagement, and time savings for the Filippa K team.

project overview

Client:

Filippa K

Industry:

Fashion

Ecommerce

Retail

Key focus:

Marketing & Sales Process

Marketing & Analytics

Brief: Filippa K, a prominent affordable luxury fashion brand, aimed to optimize their email marketing and automation strategies to better align with customer behavior and enhance overall campaign performance. While their existing setup in Voyado was delivering results, there was potential for more personalized, automated interactions and greater efficiency. With the goal of leveraging data more effectively, automating processes, and refining segmentation, Filippa K partnered with us to optimize advance their CRM efforts.

client results

1993

Founded

50%

reduction in overall emissions by 2030

100%

fully traceable by 2030

100%

recycling of collected garments by 2030

The CRM audit gave us a valuable framework for understanding our customer segments and their unique needs. With these insights, we can now approach personalization in a more strategic way, ensuring that our email marketing aligns closely with the diverse expectations of our audience.

Jorge Montoya

Digital Marketing Manager

Our Approach

We began by auditing Filippa K's current email marketing platform, Voyado, to understand their processes and pinpoint areas for improvement. Through a collaborative process, we worked closely with the Filippa K team to develop a roadmap of initiatives. This roadmap focused on achieving quick wins while setting the foundation for more advanced strategies in the long term.Key priorities included improving the utilization of customer data to deliver more personalized content and enhancing reporting tools to allow for more detailed campaign performance tracking. Leveraging existing data, we introduced strategic automations that focused on creating long-term customer loyalty and driving engagement.

The Solution

To enhance Filippa K’s email marketing strategy, we implemented a customer journey approach tailored to different stages of engagement. Instead of a one-size-fits-all strategy, we defined specific objectives, strategies, and KPIs for each stage—awareness, consideration, and conversion. This allowed us to deliver more relevant, personalized messaging and measure success more effectively at each touchpoint. By creating distinct automated workflows for each stage, we ensured that Filippa K’s communications were timely, meaningful, and aligned with customer needs, leading to stronger engagement and higher conversion rates.

The Results

The CRM audit conducted at Filippa K revealed valuable insights, enabling the team to reshape their email marketing strategy with a refined focus on customer segmentation. By identifying unique customer groups and tailoring content to match their specific preferences and behaviors, Filippa K significantly improved the relevance and engagement of its email communications. The segmented approach provided a clearer path to nurturing customer relationships, enhancing brand loyalty, and driving higher conversion rates. This newfound clarity in customer segmentation now serves as a cornerstone for Filippa K's ongoing CRM strategy, setting a strong foundation for targeted, data-driven marketing efforts.