How TheOriginals Boosted Customer Lifetime Value and Retention Through Personalised Web & Mobile Experiences
A scalable engagement framework for pre-owned luxury fashion platforms to drive repeat purchases, strengthen customer connections, and grow lifetime value—without depending on broad, generic campaigns.
Over a 6-month period, we delivered measurable gains across key business metrics.Tracked across web and mobile interactions.
Customer Lifetime Value (CLTV): Grew by 6% Additional Revenues: +20% ROI: x44
The Business Context
The Originals had strong demand and a growing customer base, but engagement was largely transactional—limiting repeat purchases and long-term customer value, especially given the one-of-a-kind nature of its inventory.
Starting Point Before NeuCurrent, The Originals struggled to drive repeat purchases: ● One-of-a-kind inventory limited effective product recommendations ● Traditional CRM tools couldn’t scale personalisation ● Low repeat rates pressured profitability in a high-CAC(Customer Acquisition Cost) environment
The Challenge: No lifecycle logic, limited behavioural triggers, and no consistent personalisation layer across channels.
The Objective: Build a sustainable growth engine by turning customer data into personalised, high-impact engagement at every stage of the journey. On a granular level: ● Boost repeat purchases despite unique, one-of-a-kind inventory ● Increase customer lifetime value through behaviour-driven personalisation ● Re-engage active and inactive customers with curated, timely offers ● Deliver smart recommendations, wish lists, and exclusive selections ● Drive sustainable growth by turning customer data into actionable engagement
The Retention Strategy
NeuCurrent helped The Originals move from generic messaging to behaviour-driven, personalised journeys—leveraging customer preferences, browsing behavior, and purchase history to trigger timely, relevant messages.
The NeuCurrent Approach The strategy focused on unique item recommendations, wish lists, abandoned carts, and favourites alerts to drive repeat purchases, re-engage inactive customers, and maximise lifetime value, while continuously testing content and incentives by segment. ● Audience focus: active, inactive, and high-potential shoppers ● Goal: repeat purchases, engagement, and CLTV growth ● Principle: personalised, behaviour-triggered communications outperform broad, campaign-based messaging
The Buyer Persona and Demographics
Target profile ● Digital-first shoppers (20–35) browsing and buying via web and mobile ● Style-conscious individuals seeking unique, one-of-a-kind fashion pieces ● Value-driven luxury consumers who prioritise affordability and sustainability ● Engage frequently with personalised content, curated selections, and timely alerts 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 Core value: individuality and discovery. The platform is a destination for unique, one-of-a-kind fashion—where customers can find pieces that reflect their personal style and stand out. Emotional need: excitement. Excitement in discovering rare items, confidence in finding pieces that match their taste, and trust in the quality and authenticity of pre-owned luxury. Social value: self-expression through curated style Customers engage with The Originals as a way to express identity—through distinctive fashion choices, curated selections, and a more conscious approach to consumption.
What We Built and Enabled
Implementation lasted 3 months, with further 6-months activities to support the after-launcg and development od the campaign. In short: ● unified web and mobile behavioural 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 sign-up / welcome + preference capture ● Wish list activity (items saved, reserved, back in stock) ● Abandoned cart and abandoned browse nudges ● New arrivals and favourites-based alerts ● Price drop/discount notifications on preferred items or categories ● Post-purchase follow-ups + next-best-item recommendations ● Reactivation based on inactivity thresholds
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 ● Browsing behaviour & purchase history ● Favourites, wish list & reserved items ● Style preferences & favourite categories ● New arrivals, rare items & curated selections ● Incentives (discounts, exclusive drops, limited-time offers)
Channels Used ● Email ● Web ● App-push
Additional ● Curated weekly selections tailored to style preferences ● Exclusive drops and early access notifications ● Cross-sell recommendations based on past purchases and browsing behaviour
