Challenge
A global apparel and accessories brand needed to re-engage lapsed buyers.
CASE STUDY Personalized Rewards fuels reactivation
Solution
- Rakuten launched a targeted acquisition campaign to reactivate lapsed customers by offering a personalized elevated 8% Cash Back rate, 4x the brand’s base rate.
- Using our proprietary data, Rakuten targeted members who purchased in 2022 but hadn’t yet purchased in 2023 (looking at Jan 2023–Apr 2023).
- A targeted solo email was served to drive campaign awareness and engagement with the audience.
Key Learnings
- Targeting with personalized, elevated Cash Back drove significant lifts across core metrics defined as: trips, shoppers, buyers, and sales per audience.
- Campaign was efficient, delivering 4x ROAS.
- The CPA impacted average order value at a rate of 3.94x.
- Adding targeted media to the campaign drove 5x more buyers and 3x more sales per buyer on media days, compared to non-media days.
Results
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Serving a personalized, elevated Cash Back reward through a targeted campaign drove strong lifts across core audience performance metrics.
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Media drove high awareness and engagement with the reactivation audience and exceptionally high conversion for the brand.
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Solo email click rate 0.35%, 1.7x above the rate associated with base rate or mass send
*Percentages on Y axes are the percentages of the total targeted audience. The control group is large enough to give an accurate representation of BAU (business as usual) and the test group to target as many audience members as possible. These charts allow us to compare the control and test group(s) as if they were the same audience size.
Targeted audiences are curated and customized for the brand based on machine learning algorithms that take into account Rakuten member's preference as well as recent and past shopping and purchase pattern, including shopping behavior across competitors.
Learn how Rakuten merchants turn rewards into revenue and brand loyalty
