Identify real buying patterns and personalize your email marketing strategy. The result: more engagement, more frequent purchases and less wasted effort.
The Chemist Look was born out of annoyance: Florencia Jinchuk, its founder, saw how many skincare brands were promising the impossible and hiding the important. In response, she created a blog where she broke down formulas, compared ingredients and explained-without smoke-what science could really do for the skin.
Thus a community was formed that asked for the same thing: transparency, clear information and products that talk less and work more. The project became a brand and today The Chemist Look sells in Uruguay, Argentina, Chile and recently Brazil. But with that growth came a need: to know their customers as well as they know their ingredients.
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Skincare is not purchased lightly. Those who invest in their skin do their research. Compare. They ask questions. That's why a thorough understanding of how different customer groups behave is essential: what they buy, how often, how they pay, what they look for.
Lihue Fernandez, Head of Email Marketing at the brand, faced three big questions:
With these challenges on the table, they needed to segment more deeply, identify buying patterns and design more personalized experiences. It was time to move from assumptions... to data.
By integrating their Shopify store with Data4Sales, The Chemist Look team gained real visibility: monthly sales, orders, new vs recurring customers, and many other key indicators by country.
Together with Lihue, we created audiences based on finer data than those offered by Shopify: average ticket, frequency, recency and cart size. In this way, we defined specific segments that allowed us to design differentiated strategies by customer type and monitor their evolution over time.
With this segmentation in hand, we activate your star channel: Email Marketing. From Klaviyo, we launch personalized campaigns according to interests, buying habits and time of life cycle. Less generic bombardment, more meaningful conversations.
The effects were quickly felt: the rate of recurring purchases increased, the segment of promising customers grew and the overall performance of the channel improved.
When you know your community well, speaking to them in a relevant way is not only possible: it is profitable. And that is also taking care of the brand's skin.
"Meetings with the Data4Sales team were key to create audience strategies according to the actions planned for the month and to evaluate their performance. On the other hand, we were looking for new ways and tools of the platform to be able to understand more the behavior and create more focused strategies".
