A holistic approach to CRM strategy and channel mix

Rapunzel of Sweden wanted to take a unified approach to its CRM strategy, from how the customer base is segmented to how email, SMS, and marketing automation work together. Beyond Retail has led this effort, with particular focus on segmentation and deliverability, to create more precise and profitable customer communication.

The Challenge

Rapunzel's customer communication lacked a clear structure for how different customer groups should be distinguished and addressed. Newsletters, SMS, and marketing automation largely existed side by side without a shared logic, making it difficult to ensure the right customer received the right message at the right time. At the same time, there were deliverability challenges that risked limiting reach as send volumes grew.

The Solution

Together with Rapunzel of Sweden, Beyond Retail rebuilt the foundation of the CRM work, with segmentation and deliverability as core pillars. The work included:

• Dividing the customer base into three clear segments based on each group's needs and customer journey
• A new segmentation strategy governing newsletter sends, with clearly defined recipient groups and excluded groups that are instead prioritized in marketing automation
• An established methodology for ongoing CRM work, with weekly and monthly reporting and closer collaboration between CRM and other departments
• Clear channel logic between newsletters, SMS, and marketing automation, where each customer is given a prioritized customer journey and protected against over-communication
• Focused work on deliverability

The Result

The new segmentation strategy and improved deliverability work delivered clearly positive effects on customer behavior. With increased engagement, larger and more valuable purchases, and significantly stronger return per send. Open rate, click-through rate, and the share of orders driven by CRM all improved markedly. The work on marketing automation produced clear results on revenue compared to the previous year.

"Saga has been a highly valued part of our team. She has an exceptional ability to combine strategic thinking with hands-on execution, balancing commercial impact with a long-term perspective in everything she does."

— Anna Åkesson, CSO, Rapunzel of Sweden

Ready to take the next step in your CRM journey? We're happy to help discuss how you can build scalable processes, relevant customer experiences, and sustainable growth. Get in touch and let's explore the possibilities together.