Augustinus Bader

Tantangan

Augustinus Bader sits at the top of the skincare market, where the economics depend on a customer finishing a jar and buying the next one. Discount-led loyalty is the obvious lever and the wrong one: it trains customers to wait for a promotion and quietly erodes the premium the brand is built on. The work was to grow repeat purchase without cheapening the proposition.

Pendekatan

We designed the programme around access rather than markdown: recognition, early access and benefits that feel like membership rather than a rebate. Underneath it, the CRM runs on the product's own rhythm: lifecycle flows timed to when a customer is likely to be running low, segmented by which product they hold and how long ago they bought it, so a message arrives because it is useful rather than because a calendar said so.

Eksekusi

• 01Loyalty programme design: tier structure, benefits and earn logic built on access rather than discount
• 02Lifecycle flow architecture across welcome, replenishment, winback and post-purchase
• 03Segmentation by product held, purchase recency and customer value
• 04Marketing automation build, testing and QA across the full flow set
• 05Campaign calendar coordinated against the always-on lifecycle programme
• 06Reporting on repeat purchase, programme participation and lifecycle revenue contribution

Hasil

An always-on retention programme where loyalty and lifecycle work together, giving customers a reason to stay with the brand and reaching them at the point in the cycle when the next purchase is genuinely due.