How The House of Toys Boosted In-Store Footfall and Online Sales with Precision Segmentation and Omnichannel Journeys Across Viber, Push, and Email
An omnichannel engagement system for toy retailers that delivers personalised offers and promotions across web, app, and Viber. A system timed to boost visits, online orders, and repeat purchases.
Over a 6-month period, the initiative delivered clear improvements across core commercial metrics. Performance was tracked across web, app, and messaging channels (including Viber), with results benchmarked against pre-campaign behavior for the same customer segments.
Customer Lifetime Value (CLTV): 5% uplift Conversion Rate: +20% Revenue Growth (YoY): +30%
The Business Context
The House of Toys had built a strong omnichannel presence, but customer engagement was declining—driven by generic, campaign-led communications and underutilised customer data. This limited personalisation reduced the effectiveness of direct marketing, impacting repeat purchases, loyalty, and overall customer value.
Starting Point Before NeuCurrent, House of Toys relied on broad, campaign-led communications, including: ● Generic promotional messages with limited personalisation ● Mass campaigns not tailored to customer behavior or preferences ● Underutilized customer data from web, app, and in-store interactions
The Challenge: No lifecycle logic, limited behavioral triggers, and no consistent personalisation layer across web, app, and messaging channels. Customer segments were generic, and outreach was largely mass-campaign based.
The Objective: Grow sustainable revenue by building a base of loyal, repeat customers across digital and physical channels. On a granular level: ● Increase in-store visits and online orders ● Boost repeat purchases and customer lifetime value ● Drive engagement through personalized promotions, product suggestions, and curated selections ● Make direct communications the core retention lever via personalisation.
The Retention Strategy
NeuCurrent helped The House of Toys move from broad, campaign-led messaging to personalised, omnichannel journeys—leveraging browsing behaviour, past purchases, and segment-specific preferences to trigger timely, relevant messages.
The NeuCurrent Approach The strategy focused on high-potential and lapsed shoppers to drive in-store visits, online sales, and repeat purchases, while continuously testing offers and content by segment. ● Audience focus: active, inactive, and high-value customers ● Goal: repeat purchases, engagement, and customer lifetime value ● Principle: personalised, behaviour-informed triggers outperform generic mass campaigns.
The Buyer Persona and Demographics
Target profile ● Parents and family/friends with kids around shopping across stores, web, and mobile ● Families with recurring purchasing needs (birthdays, holidays, educational products) ● Value convenience, trusted brands, and a wide, reliable assortment Behaviours/Signals Used ● Frequent browsers, low converters → need nudges (favourites, cart, alerts) ● Occasional buyers → need reactivation (new arrivals, “your style” picks) ● High-value collectors → respond to exclusivity (rare items, early access)
Motivation and Values ● Browsing and purchase behavior (categories, brands, past orders). ● Product affinity (favorite brands, series, age-relevant categories) ● Engagement signals (wish list, abandoned cart, recent online activity) ● Customer value tier and lifecycle stage (new, active, churned)
What We Built and Enabled
Implementation lasted 3 months, as we unified store and digital data, created 12 dynamic customer segments, and activated personalised campaigns across Viber, app push, and email. In short: ● unified store and digital data ● defined preference-based segments and trigger logic ● launched personalised journeys across channels (including wish list, abandoned cart, favourites, new arrivals) ● optimised content, recommendations, and incentives based on performance.
Core Triggers ● Account registration welcome + preference capture (age, interests) ● New product alerts based on segment (brands, categories, series) ● Abandoned cart and browse intent reminders ● Personalided promotions aligned with brand and category affinity ● Cross-sell and next-to-buy recommendations ● Post-purchase follow-ups + repeat purchase nudges ● Reactivation based on inactivity and lifecycle stage
Channels and Personalisation
To close the loop, the customer journeys were delivered through the channels clients and regular browsers already use, while personalisation ensured every message mattered to the recipient.
Personalised ● Customer segments (age, gender, value tier, lifecycle stage) ● Product affinity (top categories, brands, series, favorites) ● Behavioral signals (browsing, past purchases, abandoned cart) ● Contextual offers (new arrivals, promotions, cross-sell, next-to-buy) ● Incentives (discounts, loyalty rewards, exclusive deals)
Channels Used ● Email ● SMS ● Viber ● App-push
Additional ● Weekly personalized promo campaigns by segment ● Mass promotional campaigns for seasonal events ● App install prompts for non-app users ● Loyalty rewards, bonuses, and incentive messages
