Case Study: Thomas Sabo achieves up to 7x higher conversion and reduced cart abandonment with Tealium AudienceStream

How Thomas Sabo is using data to tackle one of the most complex customer demands, namely taste rather than need

Thomas Sabo, a global jewellery and watch brand known for wide-ranging styles and trends, faced the challenge of understanding highly personal customer taste online — a capability previously supported by in-store, one-to-one interactions. With high cart abandonment and the COVID-driven shift to digital, the company needed a way to replicate nuanced taste and behavior insights at scale.

Using Tealium AudienceStream and high-touch implementation support, Thomas Sabo integrated multiple data sources and ran A/B tests to optimize timing, messaging, and promotional offers by customer segment, time of day, and cart value. The personalized nudge emails and targeted audiences cut cart abandonment and delivered conversion rates six to seven times higher than average, plus 70% higher conversions for new-collection targeting, driving loyalty and increased sales.

Thomas Sabo

Florian Schlütter

Business Analyst E-Commerce