Case Study: CALECIM achieves 31% higher repeat sales with Lexer

How CALECIM ® increased repeat sales by 31% with data-driven strategy

CALECIM, a premium Singapore-based e-commerce brand specializing in skincare and haircare, needed to improve retention after finding that 75% of its 14,000-customer database was inactive or lapsed. With many first-time buyers not returning, the brand turned to Lexer’s Customer Data and Experience Platform (CDXP) to better understand customer preferences, personas, and repeat-purchase behavior.

Using Lexer, CALECIM implemented data-driven promotions, persona-based email marketing, and AI-powered personalized messaging to reduce churn and encourage second purchases. The results included a 31% year-on-year increase in repeat-purchase rate, a 16.8% lift in month-on-month conversion to sale from persona-led campaigns, and 5.89% conversion from 1:1 VIP messaging to 1,852 customers, generating $16.57 per email.

CALECIM

Foo Mei-Zee

Chief Marketing Officer