Mass segmentation and campaigns for premium men's fashion
LEM'S uses WPP Marketing for targeted campaigns, avoiding spam and valuing premium customers.
Summary: Segmented communication helps reduce irrelevant messages, keeps customers informed and engaged, creates a repurchase cadence, and organizes campaigns according to customer profiles, optimizing the relationship and shopping experience.
A feature connected to the client's real routine.
LEM'S is a brand focused on premium men's dress shirts and T-shirts made from Pima and Egyptian cotton, highlighting a soft touch, perfect fit, and durability. Its target audience is men interested in premium fashion and consumers of high-quality formal and casual wear. Maintaining efficient and personalized communication with different customer segments to increase engagement, avoid generic messages, and promote repurchase.
Through WPP Marketing, LEM'S uses mass campaigns with detailed segmentation, applying tags to separate audiences such as new customers, at-risk customers, inactive customers, recent buyers of 30/60/90 days, and top customers, avoiding generic communication or spam.
The project transforms conversation into an operational process.
The case shows the objective, resource used, and experience created on WhatsApp, without relying on internal metrics.
Avoid generic communication and spam, maintaining relationships with distinct audiences within the premium men's fashion segment, as well as organizing campaigns that respect the exclusive characteristics of customers. Implementation of segmented mass campaigns via WPP Marketing, using tags to classify audiences and send targeted messages, enabling personalized and efficient communication.
WPP Marketing resources used.
This readout comes from the settings available in WPP Marketing and is publicly displayed, without real sales numbers, messages, or revenue.
Mass messages: there are signs of campaigns or messages configured for active communication.
Segmentation: uses labels to separate audiences and campaigns
How it works for the customer.
The flow shows how campaigns can be sent to specific audiences, reducing generic communication and avoiding spam experiences.
Next steps in the setup.
Segmentation is fundamental for effective communication
avoiding spam increases engagement
customized campaigns value the premium customer
integration with e-commerce facilitates communication flow
Expand the use of automations for cart, payment, and repurchase messages, as well as explore reviews and support to further strengthen the customer relationship.
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