How CALECIM ® increased repeat sales by 31% with data-driven strategy

CALECIM ® is a premium e-commerce brand specializing in skincare and haircare products. Headquartered in Singapore, the company serves a global customer base. Their products are developed using proprietary stem-cell technology from their biotechnology parent company, offering advanced solutions for skin and hair rejuvenation.

Given their premium positioning and daily ritual use, CALECIM ® prioritized deep customer understanding to help fuel sustainable brand growth.

A focus on retention

With a customer database of 14,000, CALECIM ® recognized the need to focus on customer retention, and not just growth. A significant portion of customers were one-time buyers, with 75% classified as inactive or lapsed. This insight prompted a strategic shift towards nurturing repeat purchases.

The brand realised that it was poised to do so as the technology that powers their products is unique and it had faith that the products are effective.

Key challenges included:

• Converting first-time buyers into loyal, repeat customers.
• Gaining insights into customer preferences and personas to tailor marketing strategies effectively.
• Maximizing returns from key sales periods like Black Friday Cyber Monday (BFCM).

The need for targeted retention marketing became even more important after CALECIM ®’s record-breaking customer acquisition period.

A data-driven solution

CALECIM ® partnered with Lexer’s Customer Data and Experience Platform (CDXP) to:

1. Reduce the drop out rate of their current database to lapsed or inactive status.
2. Actively encourage newly-acquired customers to purchase a second time.

CALECIM ® centered its strategy on email marketing (EDM), a channel critical to driving a substantial portion of their revenue.

“By using Lexer's customer segmentation tools, we transformed our retention strategy with personalized messaging and promotions. Within six months, we saw improvements in customer retention and repeat purchase rates. We are excited to continue leveraging Lexer's wide range of data analytics tools to help improve all areas of our e-commerce business.”
Foo Mei-Zee, Chief Marketing Officer, CALECIM ®

1. Data-driven promotions

Using Lexer, CALECIM ® analyzed the impact of discounting and free gift strategies on customer lifetime value. This helped optimize BFCM promotions by offering customers a choice of free haircare or skincare gifts with purchase. 

2. Persona-based email marketing

With Lexer's enriched customer view, CALECIM ® segmented their audience into distinct personas. Persona segmentation helped surface new insights, it became clear that haircare content was falling flat when sent to skincare customers, revealing the need for more precise audience targeting. By aligning email campaigns with specific customer behaviors, preferences, and product categories, CALECIM ® were able to create more relevant and engaging communications. 

3. AI-powered personalized messaging

For high-value or inactive customers showing renewed interest, CALECIM ® used Lexer’s AI tools to craft personalized emails from the Head of Customer Relations. These highly tailored personalized messages referenced customer-specific purchase data and were sent to 1,852 customers, achieving impressive conversion rates of 5.89%.

Retention and growth success

1. Black Friday Cyber Monday

• Customer acquisition: 220% increase in new customers year-over-year.
• Repeat-purchase rate: Increased by 31% year-on-year.
• Gift strategy impact: 92% of haircare buyers chose a free haircare gift, addressing a key issue from the previous year  when haircare customers did not respond well to skincare gifts.

2. Improved repeat purchase

• All customers: Average orders per customer rose by 10.6%, with a 30.1% increase amongst the skincare customers.
• Email performance: Persona-led campaigns increased month-on-month conversion to sale by 16.8% and revenue-per-recipient by 21.43%.

3. Personalized messaging success

• Efficiency: 1,852 customers individually messaged in less than 5 hours.
• Impact: 5.89% conversion rate to sales within 7 days, generating $16.57 per email.

CALECIM ®’s success demonstrates how a tailored, data-driven approach can transform customer engagement and drive measurable results. Ready to unlock deeper customer insights and fuel your growth? Book a demo with a Lexer retail expert today.