Case Study: Chantelle Lingerie drives more clicks and buyers with Tinyclues

Promoting niche products, driving in-store sales, and streamlining cross-team collaboration

Chantelle Lingerie, a multi-brand fashion retailer with 6 international brands and 10,000 stores across 16 countries, needed a better way to promote its full product catalog without over-messaging customers. In lingerie, where repurchase rates are relatively low, the team wanted to reach the right shoppers at the right time—especially for niche products—while maintaining a strong customer experience. To solve this, they implemented Tinyclues on Darjeeling, one of Chantelle Lingerie’s brands.

With Tinyclues, Chantelle Lingerie shifted from broad newsletters to a more targeted campaign strategy, moving to one newsletter and three personalized emails per week. The vendor helped the team identify the right buyers for niche and strategic products, improve cross-team planning, and free up time for smarter targeting. Results included 70% more clicks, 94% more buyers, and no increase in unsubscribe rate, while also driving traffic both online and in-store.

Chantelle Lingerie

Christophe Lemaire

VP of e-marketing