Case Study
Kiabi’s lightning-fast go-to-market strategy: from the vision to CRM execution to rapid growth
Kiabi, making life easier for families since 1978
Kiabi is part of Association Familiale Mulliez, a holding company for the businesses owned by the Mulliez family (Auchan, Decathlon, Leroy Merlin, Boulanger, Midas, Jules, Oney, and more).
With 23 million customers worldwide and 560 stores in 23 countries, Kiabi made a record-breaking €2.2 billion in turnover in 2022. Having launched its first website in 2000 and its first marketplace in 2022, Kiabi is a true pioneer in digital technology. More than 6.6 million people visit Kiabi’s website every day.
Louis Tesse, Head of Digital Marketing & Product Offerings, and Audrey Delcroix, CRM Manager at Kiabi, shared the scoop about the challenges relating to the brand’s customer engagement strategy at international level, the solutions they used, and the first results of the brand’s partnership with Batch.
Kiabi’s digital strategy
“When your name is Kiabi, you can't underestimate omnichannel marketing – it has become a key issue in sales. If you want to give customers a simple, appealing and tailored omnichannel experience, every word matters.”
Kiabi’s priority challenges
Develop an omnichannel customer experience
Use data to guide decision-making and to emphasise how projects create value
Grow the marketplace to make more products available to families
Our teams use Batch as a tool for customer recruitment, engagement and activation, in addition to other channels used by the brand
“We launched the marketplace in France, and we’ll soon do it in other countries. The idea is to give customers a greater choice, which for us is a paradigm shift. We want to increase our product offering from 19,000 to 200,000.”
Kiabi’s goals for a 360-degree CRM system
Ensure the right message reaches the right person, with the right commercial pressure
Make CRM measures more appealing
Maximise traffic and activity on the website and app
“This year we’re reaching for the sky and we want to drive as much traffic as possible. That’s why we decided to use Batch to maximise monetisation and improve our CRM tools.”
Kiabi x Batch: an excellent start called Web Push notifications
In just a few months, Batch helped improve business performance on Kiabi’s websites by:
Increasing the number of visitors from the web push notification channel: 3.3% of traffic comes from web push notification campaigns
Driving qualified traffic to Kiabi’s websites: €131,000 of business comes directly from web push notification campaigns
Optimising conversion rates continuously: 1.3% is the average conversion rate for web push notification campaigns, with 3,359 transactions generated and 115,187 transactions influenced by web push notification campaigns
“Our number one goal is to give traffic and activity on our websites a real boost. Web push notifications help us increase the number of visitors from that particular channel and we think they’re a great tool for raising brand awareness. Like text messages, web push notifications can be used to notify customers about special offers, to celebrate special occasions, to share discounts and new articles, and more.”
To find out more about Kiabi’s lightning-fast go-to-market strategy, download our business case
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