Case Study: Lenovo achieves higher DTC retention and 21% email revenue growth with Bluecore

Lenovo Increases DTC Retention In One Year

Lenovo, the world’s largest PC company, faced a retention challenge: laptops and tablets are infrequent-purchase products, so driving repeat buyers required a shift away from simply increasing email volume. To boost lifetime value and move beyond a channel-led approach, Lenovo needed a customer-led strategy that prioritized understanding and nudging buyers through the purchase funnel.

In April 2022 Lenovo partnered with Bluecore to implement a “customer movement” strategy—starting with a Customer Movement Assessment and adding predictive models, Next Best Purchase recommendations, merchandise-based triggers, and personalized automated campaigns. The results were substantial: a 21% increase in email revenue, 6.5% rise in repeat purchases, 95% increase in revenue per email, a 3.5% improvement in retention, plus double-digit lifts in site visits and orders, with Bluecore automations delivering outsized revenue from a smaller share of sends.

Lenovo

Jennifer Downes

CMO of Global eCommerce