Stio Case Study

From Batch-and-Blast to Personalized Lifecycle Marketing

The Company
Based in Jackson Hole, Wyoming, Stio is an outdoor apparel brand for men, women, and children with products that move seamlessly from hiking peaks to everyday wear. Stio was founded to inspire connection with the outdoors through beautiful, functional clothing and gear infused with
mountain soul.

The Challenge
Before Zaius, Stio struggled to personalize marketing campaigns to their target outdoor buyers. The brand was primarily sending batch-and-blast email campaigns and had minimal insight into how customers were engaging across channels and devices. The Stio team could only gain insight into the customer lifecycle through a massive Excel report they received monthly from their data management agency. They couldn’t see how a campaign affected product performance or lifecycle migration, for example. The data wasn’t unified across channels and, because they weren’t viewing the information in real time, it was impossible to use that data to quickly impact campaigns today.

The Solution
Stio chose Zaius as their marketing platform because it empowers them to engage customers differently based on the exact stage of their customer lifecycle today.

“Data is not only available, but also dynamic and actionable,” says Mike Swanson, Lifecycle Marketing Manager. “I can filter the lifecycle dashboard by different segments and apply product and category dimensions to understand affinities that I never would have been able to with other platforms.”

Instead of mass marketing to all customers, Stio gives different offers and messages to different segments depending on their past buying behavior and where they are in their lifecycle. They present more aggressive offers to one-time buyers and more personal touches like letters from the CEO and thank you campaigns to loyal customers. They test and optimize discounts based on behavioral data to ensure they’re offering price reductions only when necessary, minimizing the impact on the bottom line.

Stio leverages lifecycle data and dynamic behavioral segmentation to run welcome, cart abandon, browse abandon, post-purchase, re-engagement, and winback campaigns. And they segment based on gender and different discount groups to deliver more targeted promotional campaigns and newsletters that convert at higher rates.

“With Zaius, there are endless filters I can apply to a segment to ensure I’m reaching the right audience,” Swanson explains.

The Results
Zaius has helped the Stio team drastically improve lifecycle analysis and campaign attribution for email marketing. By looking at lifecycle data in new and different ways, they are able to make smarter marketing decisions and optimize campaigns rapidly.

Stio has seen massive results from behavioral campaigns. Behavioral campaigns make up just two percent of Stio’s email volume, but they drive 42 percent of their overall email revenue. And the revenue per send of behavioral campaigns is 28 times that of promotional campaigns. Overall, Stio has seen a 118X return on investment using Zaius.

Moving forward, Stio plans to use Zaius to expand its churn prevention strategy to other channels, including web push, social, and search. They plan to sync their high LTV customer segments with Facebook and Google for both acquisition and retention purposes and expect to see similarly impressive results across channels.

“The overall philosophy of the Zaius platform is fundamentally different than any solution I’ve used in the past,” says Swanson. “Its focus on the customer lifecycle and increasing lifetime value across channels is a perfect complement to Stio’s churn prevention strategy.”

“The overall philosophy of the Zaius platform is fundamentally different than any solution I’ve used in the past. Its focus on the customer lifecycle and increasing lifetime value across channels is a perfect complement to Stio’s churn prevention strategy.”

Mike Swanson

Lifecycle Marketing Manager, Stio

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