24S boosts sales with AI-powered personalization

24S, LVMH's online luxury retailer, brings Parisian elegance to a global audience. Launched in 2017, 24S offers a curated selection of +60 brands, from luxury houses to contemporary designers. The multi-brand platform is committed to delivering a premium, personalized digital experience, mirroring luxury in-store service. In the competitive online luxury market, customer engagement is crucial to 24S's success.

While it can be difficult to deliver elegant, personalized shopping experiences at scale, 24S leveraged Braze capabilities to create new campaigns—for abandoned carts and AI-powered back-in-stock alerts—to help eliminate potential friction along the customer journey and increase purchase frequency among new and valued clientele at critical points in their engagement.

24S creates urgency with triggers on abandoned carts containing items that are low in stock

Abandoned carts represent more than lost sales opportunities; they can also lead to disappointed customers. Sometimes a customer is simply distracted and doesn’t complete the purchase. Meanwhile, the item they wanted sells out. 24S recognized this as a potential hidden friction point and saw an opportunity to use abandoned carts as a valuable touchpoint for deeper customer engagement and to increase the rate of first purchases.

24S created an innovative approach using Braze Canvas, our no-code customer journey builder. Their CRM team set up a trigger-based Canvas targeting customers who abandoned their carts 30 days prior when the items in their cart were running low in stock.

24S integrated stock quantity data, in relation to each item in their inventory, into messages via Braze Catalogs, a tool that allows you to harness your brand's own catalog of products or services to personalize your customer experiences and campaigns. They also used Liquid operators to assess inventory levels to dynamically determine when to send these notifications to drive a sense of urgency. The campaign also relied on Braze Content Blocks to exclude specific premium luxury brands from promotional messaging.

Back-in-stock notifications with personalized AI recommendations maximizes purchase frequency

For their back-in-stock campaign, 24S implemented a trigger-based Canvas that automatically confirms a customer's subscription to a back-in-stock alert—and adds four product recommendations selected by Braze AI Item Recommendations to encourage continued shopping. Pulling from a brand’s Catalog, AI Item Recommendations allow brands to easily plug in the next best product to each customer at scale. These notifications suggest recommended products and help customers immediately discover relevant ones they might love even more while waiting for their initially desired product to become available.

Both campaigns were created and launched quickly; the CRM team was able to set up the back-in-stock campaign in just a few hours with less dependencies on data or tech teams. This efficiency was possible because Braze allowed 24S to consolidate what previously required three separate platforms—triggered email, mobile messaging, and lifecycle email—into one unified system. They were also using separate technology for recommendations, which took time and resources to integrate into their customer engagement.

Additionally, 24S also utilizes Personalized Paths, a feature that allows you to create tailored user journeys based on individual customer behaviors, preferences, and interactions. With Personalized Paths, 24S was able to test which AI recommendations were having the most impact, allowing them to optimize their approach over time.

"By consolidating our tech stack and migrating to Braze, we were able to cut technology costs, reduce integration time, and limit technical complexity while delivering highly personalized experiences that our customers truly value."

Carla Rota

Manager CRM, 24S

Results: Higher engagement drives loyalty and increased conversion rates

The two campaigns have contributed to 24S's success and positioned them for future growth. The abandoned cart low-stock campaign also had a direct impact on revenue, achieving a 35% increase in purchase conversion rate (3-day purchase) in the last 6 months. By creating urgency around items that were running low in inventory, 24S successfully recovered sales that could have been lost. By creating urgency around items that were running low in inventory, 24S successfully recovered sales that could have been lost.

Their back-in-stock campaign with AI Item Recommendations achieved increased engagement, with a 7% increase in add to cart rate in the last 6 months, showing that relevant recommendations can drive additional purchases even when the item a customer initially desired is unavailable. By employing AI recommendations, the team can optimize and automate powerful experiences that resonate with customers. With AI-inspired engagement, it is important that personalization has clear benefits—in service of what they’re searching for and desire.

Additionally, the 24S team saw operational benefits by consolidating multiple technologies and migrating to the Braze platform - saving time, reducing complexity, and coordinating more cohesive experiences. The team has reduced costs, minimized integration challenges, and accelerated campaign implementation.

Key takeaways

1. Turn friction points into opportunities. Out-of-stock notifications and abandoned carts aren't just problems to solve—with the balance of the right tools and marketer creativity they're opportunities to engage customers with personalized alternatives that can drive additional revenue.
2. Leverage AI for true personalization at scale. While companies can make assumptions about customer preferences, AI Item Recommendations enable genuinely 1:1 personalized experiences for every user, driving higher engagement and conversion rates.
3. Create urgency with real-time data. Incorporating inventory data into messaging can create authentic urgency that motivates customers to complete purchases they might otherwise abandon.
4. Consolidate technology for greater efficiency and cohesion. By bringing together multiple functions within a single platform, brands can reduce costs, simplify integrations, accelerate campaign implementation, and create more cohesive customer experiences.

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