Cyclr > Case Studies > Monica Vinader Leverages Cyclr for Enhanced Customer Experience

Monica Vinader Leverages Cyclr for Enhanced Customer Experience

Customer Company Size

Mid-size Company

Region

Europe

Country

United Kingdom

Product

Cyclr

Tech Stack

Google BigQuery
My SQL
FTP
Campaign Monitor

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Productivity Improvements
Customer Satisfaction

Technology Category

Platform as a Service (PaaS) - Connectivity Platforms

Applicable Industries

Retail

Applicable Functions

Sales & Marketing
Business Operation

Services

System Integration

About The Customer

Monica Vinader is a global demi fine jewellery brand that has been established for over 12 years. They are a tech-enabled business with a strong online presence and retail stores operating globally from Singapore, the US, and the UK. They offer a full retail experience, across online and in-store, which has led to rapid growth leveraging new omni channel experiences to their customers wherever they engage with them. The importance of the online arm of the business has led to it becoming their largest channel, due to the pandemic, fuelling their search to provide more advanced, high-touch experiences to their users. Harry Speedy is the Head of Product and Data at Monica Vinader, overseeing their e-commerce strategy, product team, and data analytics.

The Challenge

Monica Vinader, a global demi fine jewellery brand, was facing a challenge in handling integrations. As a data-driven and tech-enabled company, they were focused on optimizing their customers' experiences as well as their own operational processes. However, their existing method of handling integrations was proving to be inefficient. They were using marketing automation software or using their resources to maintain their systems, which resulted in long waiting and development time. Their initial problem was that they were replatforming their CRM email tool and needed a method to address the abandonment email use case. They needed to find a solution to help solve this; whether it was a separate vendor, such as a marketing automation tool, an off-the-shelf product where JavaScript code was added to their website, building it themselves with their own development team, or see what is on the market in terms of toolkits for building flows to manage data pipelines.

The Solution

Monica Vinader leverages Cyclr to help them exploit, speed up and save resources in their projects. The abandonment flow was the first use case onboarded with Cyclr. The team soon found the toolkit to be really useful for some of their other processes. Now they use Cyclr in a variety of different ways. For instance, when they are building a new relationship with a paid media agency, where they need to share some of their customer data with them, they do an FTP transfer via an automated process with Cyclr. Recently, they started using Cyclr to send out WhatsApp communications to their customers. These provide notifications and updates on their orders. They found that building the integration workflow was quick and easy. Using the Freshdesk Connector allowed them to automatically send WhatsApp messages to their customers via Freshdesk. Using Cyclr meant they could improve customer experience in both their online and in-store presence.

Operational Impact

Monica Vinader found using Cyclr helped them cut a corner. They can now quickly create workflows, test and learn from a new flow experience for their customers, without having to fight for the resources and make a big upfront investment to get the API integrations built.
It is primarily the Monica Vinader data team and product team that are interacting with Cyclr. There is an overlap because they have several individuals, called Utility Players, within commercial roles but are very data driven and tech enabled.
Those teams are using the Cyclr toolkit for their operational, analytic use cases. Using Cyclr as a pseudo reverse ETL tool for triggering data-driven events. In that way they can trigger an email or WhatsApp for a customer based on their data, or when they exhibit certain behaviours.

Quantitative Benefit

Time savings with setting up their abandonment email use case. When they were new to Cyclr it took about four weeks to get things up and running. Nowadays because of their familiarity with the tool, they can create ready-to-deploy integrations within a week.
If Monica Vinader were to create integrations directly via their development agency and developer resource, factoring in writing tickets and prioritisation, it would probably be four to six weeks. Cyclr saves their teams time and provides extra agility.