Case Study: Musti Group achieves 117% YoY increase in total order amount with Optimove

Musti Group Increases Total Order Amount by 117% YoY with Optimove

Musti Group is the leading Nordic pet‑care specialist (Finland, Sweden, Norway) operating stores (Musti ja Mirri, Musti, Arken Zoo, Djurmagazinet) and online brands since 1988. Facing fragmented customer data across multiple systems, its Customer Experience and Loyalty team struggled to deliver timely, localized personalization, recommendations and cross‑channel campaigns at scale and needed a platform beyond basic email marketing for robust data transformation, segmentation and orchestration.

Musti adopted Optimove’s CRM Marketing Hub (with Optimail) to unify customer data, enable AI‑driven segmentation, personalized frequency models and localized store campaigns, and to orchestrate email, SMS, Facebook and Google Ads from one interface. The result: total order amount rose 117% YoY, average order value up 25% YoY, email click‑to‑open rate +30% YoY, and 89% of campaigns now target ultra‑specific segments (under 0.02% of the database).

Musti Group

Jakob Flygare

Data Scientist, Customer Experience and Loyalty