A brand renowned for its know-how and quality since 1977, Cyrillus is a manufacturer and retailer of clothing and accessories.
Over the last 40 years, Cyrillus has become one of the pioneers of clothing in France. With a total of 600,000 customers, the company distributes nearly 6 million catalogs each year.
Catalogs hold a very important position in the company’s marketing strategy.
Cyrillus asked us to produce fully personalized catalogs using purchase predictions. Based on a product database of 2200 items, each customer received a selection of items (images and texts) personalized according to their purchase history.
We produced 80,000 personalized catalogs and 20,000 classic catalogs to measure the performance of the offer.
A collaboration between Cyrillus, Nuukik, Smartalog, and La Poste Group
Cyrillus shares their experience using personalized catalogs
Jean François Louvieaux, E-Commerce Marketing Director for Cyrillus, presents the personalized catalog project realized in collaboration with Nuukik, Smartalog and La Poste.
“I consider this result very promising for several reasons:
- The sales increment is quite similar to the results expected from an online personalization, so we have proven with this test that print personalization based on product recommendation works, and our margin of progress is strong. If I had to do it again, I would make a fully-personalized catalog.
- The cost of digital printing is high, but tends to decrease.
- With practice, a similar project could be set up in a month, which considerably reduces the time-to-market, and thus amortizes costs by being even closer to the customer’s demand.
- We ultimately learned a lot about the quality of our data and how to exploit it.”
Thanks to the personalized catalog
Trophies for the mail media Innovation category
Paris Retail Award "CRM, from lead to customer" Category
Com en Or day Innovation Category
80,000 personalized one-to-one catalogs personalized catalogs
Discover how Cyrillus increased sales using personalized catalogs:
With personalized catalogs
Increase
catalog interest
Increase
customer loyalty
