Case Study: Birkenstock boosts online sales and fixes funnel bottlenecks with Maestra

Marketing Automation at Birkenstock Helped the Company Change Their Organizational Structure, Find and Fix Sales Funnel Bottleneck, and Increase Sales

Birkenstock, represented by Brandpool East in the CIS, faced the challenge of needing to increase revenue for its online store. Its existing email marketing platform was limited, preventing effective segmentation and personalization. To overcome this, the company partnered with the vendor Maestra to leverage its marketing automation platform and Customer Data Platform (CDP) capabilities.

Maestra implemented custom trigger workflows, bulk campaigns, and machine-learning algorithms for personalized email communications. This solution integrated with the company's OpenCart website. The results were significant, generating a 940% ROI from marketing automation. The email channel now contributes 7.46% of total revenue, the customer base grew from 2,500 to 60,000, and the conversion rate for abandoned cart campaigns increased from 2.1% to 5.1%. Maestra's tools also helped the company identify and fix a major sales funnel bottleneck related to shoe sizing.

Birkenstock

Alexander Lezgin

CRM Marketing Manager