CASE
ASTRID WILD
CRM audit for a customer experience that supports expansion plans
The outdoor brand Astrid Wild is in a global expansion phase, where the CRM strategy is a crucial tool on the road toward growth. With a new plan for marketing automation and segmentation, they created the conditions for deepening customer relationships and increasing engagement.
THE ASSIGNMENT
Marketing that reaches the right customer segments
Method and process
Astrid Wild asked for help in evaluating their current CRM strategy and use of the system Klaviyo. We started with in-depth interviews to understand their current challenges and workflows. Three main goals were identified:
- Acquire customers
- Achieve strategic communication
- Understand customer value
With access to Astrid Wilds’ Klaviyo account, mapping of their email marketing could begin, as well as of the functions they used on the platform and how this could be optimized. Based on these insights, a plan of action was created to improve customer acquisition, develop more strategic communication by email, and optimize engagement and deliverability through better content creation, automation, and segmentation. We connected these actions to best practices and theoretic models in the CRM field to create a long-term perspective in Astrid Wild’s strategic, analytical, and operative CRM work.
OUTCOME
CRM strategy that strengthens relationships with existing and new customers
Through the audit, Astrid Wild got an extensive guide and toolbox to further develop their current work methods. They also got a plan of action with the next steps, to improve their operations in CRM and marketing automation. This created a stable foundation for building stronger and more scalable customer relationships.
The CRM audit that Knowit Experience delivered helped us understand our customers’ value better and how we could set a clear strategy in our communication. It was valuable to get a thorough overview of our work and how we can improve our work methods, both in a larger perspective and at the detailed level.
Maria Paulsson Rönnbäck
Co-founder, Astrid Wild
About Astrid Wild
Astrid Wild is an online-only, direct-to-consumer brand that strives to engage its customers and followers in a community. They are currently focused on Europe but are planning for global expansion. Scandinavia is their strongest market.
The brand was established in 2018 by Jemina Pomoell and Maria Paulsson Rönnbäck, inspired by their desire to challenge and broaden the definition of what an outdoor woman is. They believe that a world where women spend more time outdoors will not only improve health and well-being, but also contribute to us taking better care of our planet.
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Urban Nyblom
Business Director
Knowit Experience Stockholm