Camaieu unveils results of the merger of a loyalty card into the customers digital wallet. Results show that customers who have "walletised" a loyalty card buy more items than other customers, both in store and on the website.
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The context. In 2020, the French fashion retailer Camaieu (512 stores at the end of December 2021) wanted to boost omnichannel activity, increase repeat spending from casual and occasional customers (making 1 to 2 purchases per year, as a large part of the customer base) and use “drive to store” means to boost store visits.
Regarding CRM and marketing, Camaieu was at that time very dependent on text messages. This was often perceived as intrusive, not personalised (160 ch
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