Back Market’s Smart CRM Makeover: Driving Engagement and Loyalty with Data-Driven Personalization

CHANNELS

Challenge

Back Market needed richer data, sharper segmentation and automated journeys to keep shoppers engaged and convert eco-friendly intent into repeat purchases at scale.

Approach

Massive Rocket synced Segment to Braze, automated profile updates, built price-drop alerts and launched “Your Device” tips, turning real-time data into personalized outreach.

Outcome

GMV jumped 1 243% MoM, CRM-driven sessions tripled and engagement rose 60% as customers received perfectly timed offers and device advice.

Measurable impact

1,243%

GMV Uplift

3x

CRM Sessions

60%

Engagement Lift

Back Market: Revolutionizing the Refurbished Electronics Market

Back Market, the leading marketplace for certified refurbished electronics, connects customers with high-quality, eco-friendly tech solutions. To scale engagement and retention, Back Market partnered with Massive Rocket to optimize CRM workflows, enhance personalization, and integrate advanced customer data strategies using Braze and Segment.

Our Approach

Massive Rocket focused on automating real-time data updates and refining audience segmentation to deliver timely, relevant communications. The strategy emphasized personalized content and dynamic campaigns to engage users effectively, leveraging AI-driven recommendations and multi-channel messaging.

Execution

The collaboration produced several key initiatives grouped into three main areas:

Data Automation & User Updates
Massive Rocket automated Back Market’s CRM data updates, ensuring user profiles dynamically reflected customer actions such as cart and browsing behavior. Post-purchase resets streamlined engagement tracking, improving targeting accuracy for future campaigns.

Personalized Engagement Features
Back Market introduced an automated Price Drop alert system with dynamic pricing content delivered via email and push notifications, scaled across multiple regions. The “Your Device” in-app feature provided personalized maintenance tips and update prompts every four days, enhancing post-purchase satisfaction and loyalty.

Advanced Segmentation & AI Integration
A comprehensive audience segmentation strategy categorized users into engagement tiers, enabling precision targeting and lifecycle re-engagement campaigns. AI-powered product recommendations were integrated through Mixpanel and Braze, delivering personalized suggestions in abandoned cart emails. Additionally, Braze was integrated with Attraqt to provide dynamic, AI-driven product widgets in emails, tailored for Android and iOS users, creating a seamless shopping experience.

Key Outcomes

Back Market’s CRM enhancements resulted in:

  • More accurate user profiles and efficient segmentation, leading to timely and relevant interactions.
  • Increased open and conversion rates from price drop alerts, boosting purchase intent.
  • Higher app retention and longer customer lifecycles through personalized device engagement.
  • Improved reactivation of inactive users via targeted lifecycle campaigns.
  • Significant uplift in conversions driven by AI-powered, personalized product recommendations.
  • Enhanced customer loyalty and satisfaction through dynamic, personalized shopping experiences.

Ready to build lasting customer loyalty?

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