Brand Background
H&M is one of the largest clothing retailers in the world, with nearly 5000 stores across 75 countries. The fashion giant is known for its focus on customer experience and sustainability. In 2019 H&M Israel started working with Weezmo, strengthening these values and boosting its ROAS.
The Challenge – Measuring the Impact of Digital Campaigns on In-Store Revenue
H&M Israel’s primary revenue stream comes from its physical stores. However, its marketing strategy relies significantly on digital channels, which made it difficult to accurately measure the impact of these campaigns on their in-store revenue.
"With Weezmo, we can move customers through each stage of the lifecycle, from one frequency level to the other" - Lilach Flato, Customer Experience Manager."
The Solution – Closing the Customer Journey Loop
With Weezmo, H&M Israel was able to connect their digital campaigns with in-store sales to accurately measure their impact on revenue.
From Online to In-Store
The team used Weezmo’s Offline Attribution tools to measure how much revenue each campaign, ad, and even creative generated, helping them optimize their campaigns and allocate their marketing budgets to ads that generated in-store revenue.
From In-Store to Online
Using Weezmo’s Audience Builder, the H&M team created audiences based on their in-store data and predicted behaviors. Then, the team used these audiences on their digital channels to create more personalized campaigns, resulting in higher retention rates and increased basket size.
The Results – A 360° View of Their Customers Journey
20% Annual Increase in ROAS
While the initial focus was on Facebook, Instagram, and Google campaigns, H&M soon realized that Weezmo could do much more. By integrating Weezmo with their marketing stack, H&M obtained a 360° view of their customers journey, connecting their in-store data with all other attribution channels and managing everything from a single platform.
Increasing Shopping Frequency with 90% Identified Customers
“With Weezmo, we can move customers through each stage of the lifecycle, from one frequency level to the other” – Lilach Flato, Customer Experience Manager.
Identifying 90% of their customers without relying on a loyalty program allowed the H&M team to leverage the platform to increase their shopping frequency.
By offering a personalized customer experience, H&M can motivate customers with low shopping frequency to accelerate their return to the store and turn them into frequent and loyal buyers.
