Custora Poweruser for a B2C Online Floral Company
August 31, 2018

Custora Poweruser for a B2C Online Floral Company

Anonymous | TrustRadius Reviewer
Score 9 out of 10
Vetted Review
Verified User
Review Source

Software Version

Custora (legacy)

Overall Satisfaction with Amperity

Custora is primarily used by our retention marketing team to support outbound customer communications. These are primarily through email, mobile app push notifications, and occasionally through social media channels (Facebook, Instagram). It helps us immensely with segmentation for a variety of our campaigns where we can become more targeted around aligning promotions with customers who showcase more applicable behaviors.

Custora also helped us build out our lifecycle marketing strategy. Through it's out of the box lifecycle triggers, it has allowed us to automate a lot of these types of messages. Additionally we have seen a lot of wins with using it's persona based segments to vary creatives.

Our acquisition marketing team also uses Custora extensively for lookalike audiences for paid media campaigns. We specifically use the higher value tiers as targets for these types of programs
  • Very clean user interface that allows a non-technical marketer to set up detailed segments for outbound marketing campaigns
  • Lifecycle triggers that are automatically programmed to set up triggered campaigns. One of the big benefits here is that they are individualized based off of a cusotmer's past purchase patterns
  • Reporting and analytics dashboards are great and allow a team that is resource constrained to quickly gauge status of customer retention
  • Currently there are limitations with the number of personas that can be built in the instance, it would be great to have more flexibility here
  • We occasionally see issues with lists delivered to our ESP from the platform. Not a major problem, but could be an area of improvement
  • Overall we have been able to increase the mix of triggered related revenue in email from 20% to 50% of total revenue after implementing Custora's lifecycle triggers
  • We've also seen one off email tests with incremental conversion rates up to 75% when utilizing Custora personas to personal communications
Bluecore was a solid platform, but Custora is differentiated in that it provides individualized triggers for customers based on their past purchase history
I think Custora is a great fit for B2C companies that are trying to take their relationship marketing programs to the next level and outside of basic segmentation. It's a great platform to consolidate all customer, order history, and campaign history type data into one platform to obtain a 360 degree view of the customer.

Additionally I would say, if an organization is resource constrained from an analytics perspective, the platform also makes great sense to invest in. It provides out of the box predictive analytics, and custom lifecycle triggers to align a retention marketing program around. Outside of the upfront work to get the platform up and running, it's very marketer friendly to utilize

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