Companies today find themselves at a crossroads between the imperatives of performance and the emotional aspirations of consumers. Castorama, a leading DIY, home improvement and decoration retailer, embodies this duality brilliantly, with an innovative strategy that combines customer engagement, sustainability and personalisation. This strategy also applies to CRM.
Back in May 2022, Castorama undertook a significant strategic shift by working with Notify, to implement a CRM orchestration incorporating artificial intelligence. This initiative has enabled Castorama to optimise its marketing approach by predicting customer behaviour and needs, aiming to reduce marketing pressure and offer a hyper-personalised customer relationship. The use of Notify AI played a key role in the success of this strategy, making it possible to target the times when customers were really available and receptive, leading to a significant improvement in message deliverability, visibility and customer satisfaction.
The success of this collaboration was demonstrated by a 43% increase in the reactivation of inactive customers in just six months, a 40% reduction in the churn rate, and an 11% improvement in the engagement rate compared with a control population. These results highlight the effectiveness of contextualised, personalised communication, based on an in-depth understanding of customer needs and behaviour.
The Castorama case shows how important it is for companies in the home improvement sector to adapt to new consumer expectations, seeking to reconcile performance, sustainability and emotion. The judicious use of AI in customer relationship management is proving to be a powerful lever for achieving these objectives, offering a promising route towards a more personalised, responsible and effective approach to relationship marketing.
