Increase sales, acquire new customers, and reactivate existing customers through data analysis
[ comfort zone ] is a line of products, treatments, and rituals for face and body, created in 1996 by Dr. Davide Bollati, pharmacist and president of Davines Group, B Corp certified since 2016. With more than 25 years of experience in the spa and wellness industry, the brand combines innovation, expertise, and sustainability through high-performance vegan formulations inspired by the principles of pharmacognosy.
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Client[ comfort zone ]
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SectorBeauty
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Areas of ExpertiseBusiness Analysis, Digital Intelligence, Digital Strategy
1. Goals
[ comfort zone ], a brand recognized for the quality and innovation of its products, had a clear goal: to increase sales in the Italian market by analyzing consumer purchasing behavior by product type.
Together with the brand, we worked to attract new customers, retain existing ones, and encourage repeat purchases, focusing on adding value to each order.
We set the following goals:
- Identify the most effective offer type (e.g., coupon or bundle) in terms of customer value and average order value.
- Analyze correlations between products most commonly purchased together, both by one-time buyers (those who purchased only once) and repeaters (those who placed 2+ orders), to create boxes that were already aligned with market demand.
- Measure the revenue impact following the launch of new bundles and the return of inactive customers.
2. Our Approach
To achieve these goals, we took a data-driven approach by using Market Basket Analysis (MBA), a technique for analyzing correlations between customer purchases. This methodology provided valuable insights into purchasing preferences, highlighting combinations of products that are often purchased together.
With this information, the brand was able to develop targeted bundles and sets designed to maximize order value. Each bundle included a selection of complementary products from different categories to encourage cross-selling and the desire to try other brand lines. In addition, bundle communications focused on convenience and customization, presenting this solution as ideal for both one-time buyers and loyal customers.
3. Key Wins
This data-driven approach produced concrete and measurable results, such as:
- Increased revenue from bundles: The creation of targeted bundles generated a significant increase in sales (+67% YoY, comparing H1 2024 vs. 2023 revenue from “bundled” products), engaging both new and existing customers and increasing the value of the average shopping cart by +109% YoY.
- Improved loyalty: a proportion of customers who purchased a bundle as their first order made a second purchase, resulting in a +21% increase in net sales for the brand.
- Customer reactivation: the reactivation rate increased by +19% YoY, confirming that the bundle offer encourages customers to return to the ecommerce site.
With this strategy, [ comfort zone ] has turned data into a growth engine, creating new sales opportunities and strengthening its relationship with its customers.
