Case Study: KIABI boosts CRM performance and engagement with Splio Predictive AI

How predictive AI contributes to maximizing KIABI's CRM results in Europe

Kiabi, a major family-owned ready-to-wear retailer with 22.3 million customers, faced challenges common to modern CRM: a small team grappling with the need to send more personalized communications without causing subscriber fatigue. Their ambitious, multi-country CRM plan was hindered by a lack of personalization, which disengaged customers, and the risk of sending too many campaigns, which generated unsubscribers.

To address this, Kiabi implemented Splio's Predictive AI to optimize its campaigns. The Splio solution automated targeting based on customer purchase intent, identified new cross-sell opportunities, and managed marketing pressure. The results were significant: a campaign for baby shorts and sweaters achieved an 8% click-through rate and a 6% conversion rate. Overall, campaigns using Splio's AI represented just 15% of sent emails but generated 30% of the total CRM email turnover, while the unsubscribe rate was cut by three.

Kiabi

Julie Huguet-Macquart

CRM Lead Worldwide