Bricomarché is a customer-friendly chain of stores with home and garden equipment. Its mission is to provide reliable solutions and high-quality materials at the best prices wherever they are needed. Bricomarche offers effective solutions to use at every stage of organizing a dream place - from proven materials for building and renovation, to stylish furniture and accessories for interior design, ending with garden architecture.
Bricomarché is a part of the Musketeers Group, which is the largest European association of independent entrepreneurs. In Poland, Grupa Muszkieterów associates over 280 independent entrepreneurs managing a total of almost 400 Bricomarché and Intermarché stores, which are market leaders in the supermarket category.
Bricomarché, from the very beginning, knew that they wanted to use a marketing automation tool to develop their relations with customers. To choose the best possible solution, the company announced a tender.
As it was a strategic decision, it was influenced by many factors. Among other things: the submitted offers, the intuitiveness of the interface, and the expert support offered were assessed. It turned out that User.com best suits the Bricomarché team’s needs.
We started our cooperation with the implementation through Google Tag Manager. Thanks to being a low-code application, the implementation of User.com ran smoothly without the need to involve the IT department.
With the support of an expert from User.com, the Bricomarché team set its goals:
The Bricomarché team places great emphasis on communication with customers. They try to be where their customers are and take full advantage of multiple channels.
One of the communication channels is e-mail, and User.com is a management center when it comes to that channel. Subscriptions to the newsletter are carried out by using a pop-up and through a form placed above the footer.
Together, we have developed several key and very effective campaigns, such as the bring-back campaign. The Bricomarché team has carefully designed the email creations so that every customer feels special.
Bricomarché also uses web-push to keep their customers updated about promotions.
Consents for sending web-pushes are also collected via User.com.
For the Bricomarché team customer’s experience is the crucial thing so they want them to go smoothly through the purchase process. That’s why the “rescue abandoned cart” and “rescue abandoned page automation” were designed. The whole process is handled by automations and dynamic emails.
For the customer to go through the purchase process smoothly, the Bricomarché team, with the support of User.com, has developed a special pop-up that is displayed during the first visit to the website. Its purpose is to encourage customers to choose the store in which they want to shop. Thanks to automation, the pop-up is also displayed to people who have not yet selected the appropriate store.
Team Bricomarché, for the sake of customer comfort, introduced capping to display pop-ups and introduced their prioritization in the automation path.
Bricomarché is aware that to achieve its goals, they must analyze and optimize its activities. Therefore, they run a lot of A / B tests for pop-ups and test different title options for outgoing emails. The Bricomarché team carefully observes the effectiveness of emails and finds weaknesses that cause them to have a lower conversion rate. All this to better meet customer expectations.
In addition, thanks to the dashboard module, Bricomarché can track the results of the automation of the rescued page and cart, the number of confirmed registrations, the development of the newsletter database, information on the number of pop-ups displayed daily, and many more. And based on these data, they are able to make decisions and optimize their activities.
This collaboration translates into great results. For some of the newsletter campaigns CTR reaches 30%.
