Transformation: from sending emails to customer engagement

Barakaldo Vet Shop is a brand specializing in animal welfare, focusing on health and nutrition. Since its establishment in 2014, it has steadily grown, with its e-commerce platform offering over 5,000 products and facilitating more than 20,000 monthly transactions.

One of Barakaldo Vet Shop’s fundamental principles is to offer products tailored to each pet’s needs based on their breed, age, size, and health. Achieving this requires a thorough understanding of their needs and preferences through continuous feedback and improvement processes.

In the initial stages, Barakaldo Vet Shop used relatively basic email marketing tools, with LIN3S handling tasks such as creating and sending newsletters and other email communications. However, as the business grew, new needs emerged, including:

• Efficiently segmenting and creating customer groups based on behavior and preferences for personalized experiences.
• Displaying dynamic content on the website tailored to various customer databases.
• Enhancing the process related to abandoned carts to increase conversions.
• Developing and executing effective product remarketing actions to strengthen the brand presence and stimulate sales.

To address these needs, LIN3S proposed the implementation of Connectif, a powerful and proven marketing automation platform. This move was crucial for a qualitative leap in understanding customers, managing and segmenting them, and personalizing offers and content.

Simultaneously, the Barakaldo Vet Shop team gradually assumed control of shipping operations, with LIN3S taking on a more strategic and advisory role.

We devised a strategy to identify and reward brand-loyal customers by creating a Club Family. The criteria for joining included having purchased at least one Barakaldo Vet Shop brand product, and members were rewarded with gift vouchers, exclusive content, etc.

To achieve this, we established two complementary automated workflows: one for invitation and another for segmentation, resulting in over 5,300 members for the new segment.

To support the launch of a new range of wet food under the brand, we developed a specific strategy with multiple objectives:

• Encourage initial product trials.
• Obtain customer feedback on the new product.
• Secure initial sales.

We initiated the process by sending a newsletter announcing that anyone purchasing Barakaldo Vet Shop brand dry food during a defined period would receive a complimentary can of wet food selected based on the dry food purchased.

Along with the can, customers received a business card for the wet food line, encouraging them to respond to a survey accessible via QR code. This triggered an automated workflow that recorded customer responses and sent a thank-you email along with a discount code for their next purchase of the product.

We conducted automated A/B/X tests to explore different promotional options aimed at boosting the sales of a particular product. This allowed us to gain a better understanding of customer preferences. The results were conclusive, with one promotion clearly being the most favored by customers.