“Wherever the customer is, however they want to buy, our aim is to be there.” That’s how Studio Moderna describes its multichannel retail philosophy, and it’s hard to argue against its effectiveness when you look at the numbers. The company’s leading ecommerce and retail platform for consumer electronics reaches 300 million consumers in 20 countries across Central and Eastern Europe. Every year, the company handles 8.5 million orders across a range of more than 300,000 products, including its own proprietary brands in the home care, health & beauty, sport & fitness, and leisure categories. It also manages 150 transactional websites, more than 100 Facebook pages, 311 retail stores, 30-plus call centers, and has coverage on over 400 TV channels, including three that it owns itself. In other words, it’s a big fish in the Central and Eastern European consumer electronics pond.
Lost in the Inbox
A few years ago, Studio Moderna’s management realized that despite its success, a lot of money was being left on the table. The reason: Although the company was generating a massive amount of customer data through a wide range of online, offline and mediachannels, it had no way of using it to optimize its online marketing. As a result, most of the emails the company sent out were ending up in spam folders, and those that did arrive in the right inbox weren’t being opened or acted upon. Managers realized that addressing these problems could unlock significant business potential.