Case Study: Conforama boosts CRM performance and partner marketing with Splio

How Conforama made CRM a critical component of its brand strategy

Conforama, a major French furniture and home decor retailer, faced the challenge of transitioning its CRM strategy to support a new brand positioning while reducing email saturation and improving relevance. The company needed to move away from sending 4-5 mass emails per week, which was causing customer fatigue, and find a balance between promoting its own products and the demands of its numerous partner brands without overwhelming its customer base. To address this, they partnered with the vendor Splio.

Splio implemented a sophisticated, AI-powered targeting solution using deep learning on Conforama's first-party data to predict customer propensity to buy. This allowed Conforama to replace most mass emails with hyper-targeted campaigns. The results were significant, with targeted campaigns performing 2.7x better in revenue per mille (RPM) and overall CRM ROAS increasing by 20-30%. This strategy also improved relationships with partner brands, who valued the higher performance of targeted campaigns, leading to a more sustainable and customer-centric CRM practice for Conforama.

Conforama

Mélodie Charles

CMO