Miinto sizes up with advanced automation
Miinto sells fashion from 1,800 independent shops in seven markets. Since the launch of an entirely digital go-to-market strategy, the company is moving fast towards its goal of becoming the leading online fashion portal.
The intelligent use of data, personalisation, and automated communication flows propel Miinto forward every single day.
At the start, Miinto’s marketing activities were primarily offline. The focus was on attracting customers and not so much on retaining them. This was reflected in a rather stagnant customer lifetime value.
The company transitioned to a 100 % digital strategy with personalised and automated communication executed through Agillic as part of the marketing mix.
Results were immediate. Website traffic increased, and today, Miinto attracts more than 40 million visitors a year. The permission database has doubled, and the customer lifetime value took a hockey-stick curve.
“Growing the permission database is vital, and we are investing heavily in this. We can see that the customer lifetime value is +119% higher on customers with permission compared to those without. Overall, the CLV has increased by more than 18% since the implementation of automated email flows in the Agillic platform,” says Malthe Cederborg, Chief Marketing Officer of Miinto.
Malthe Cederborg
CMO of Miinto
“Before working with Agillic, seven marketers were working full-time setting up and executing bulk campaigns with no personalisation. Now, we’ve doubled our activity level and output and work more efficiently and with fewer resources.”
“With 1800 partners, more than 500,000 items and 40 million website visitors throughout seven markets, you have to think automation. It is only through automation that we can scale our business and meet our targets,” says Malthe.
And the targets are quite ambitious. Miinto is aiming for revenue growth from emails of more than 100% from year to year.
“Agillic enables us to balance the communication so that the customers are not spammed with both campaigns and trigger-based e-mails. I haven’t seen any tools that can deliver the quality and user-friendliness which Agillic provides. Within the platform you can manage both campaigns and trigger-based communication which makes it highly relevant for e-commerce purposes,” says Malthe.
Data is the red thread
Miinto is a highly data-driven business. A BI team continually analysing data and informing the business is part of the marketing department consisting of 25 people. “Data is literally in your face all the time. Even at the coffee machine, we have a dashboard with the recent numbers and stats providing inspiration and spurring actions. Everybody knows their numbers by heart. This is fundamental for our success.
In the end, it is all about providing value to our customers and creating a great customer experience that makes them keep coming back to us. First of all, by having an appealing and wide assortment, but also by inspiring them through the content we provide and by being relevant to them based on the individual customer’s purchase, website behaviour and search.
Being relevant to the customer, seeing the customer in the data, is how we have gone from a flat development in the customer lifetime value to a hockey-stick growth, and this is how we are going to realise our targets,” says Malthe Cederborg.
About Miinto
• Present in Norway, the Netherlands, Denmark, Sweden, Poland, Belgium and Switzerland
• 1,800 shops are using Miinto’s portal, featuring more than 5,000 brands and 500,000 items
• +100% growth YoY in revenue from emails
• The customer lifetime value is +119% higher on customers with permission compared to those without permission
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