PangoCDP customer story
TBS Retail: use customer response to make the next campaign more relevant.
TBS Retail used PangoCDP to group existing customers, personalise digital messaging and adapt later audiences to earlier campaign responses, linking its store customer base with an online purchase route.
About the client
International footwear brands, delivered through a national retail operation
TBS Retail is part of TBS Group and represents international footwear brands in Vietnam, including ECCO, Cole Haan and Rockport. Its published retail profile describes more than 41 stores nationwide, alongside its online shopping channels.
The customer platform gave this store-and-online operation a way to use purchasing context in digital campaigns: define the audience, recognise a response and decide who should receive the next message.
Client context: TBS Retail · published company profile. Company figures describe the client’s business; the project scope is set out below.
The customer need
Make an existing customer list useful for the next purchase.
TBS Retail wanted a clearer connection between messages sent to its existing store customers and their response online. A useful campaign needed to recognise differences in the customer base and give the team a way to adjust its next action.
PangoCDP supported a sequence of targeted campaigns. Audiences could reflect purchase history and later customer response, with exclusions to avoid repeatedly inviting people who had already participated.
The campaign approach
Let each response improve the next audience.
The published account describes customer groups based on location, age and purchasing information, including recency, brand and store preferences. After a campaign, the team could distinguish people who interacted from those who did not, then refine its follow-up.
This gave the marketing team a practical feedback loop: select an audience, send a relevant message, review the response and change the next audience.
- Select a useful group
- Use customer and purchase information to define the audience.
- Respect earlier participation
- Exclude people who have already joined the preceding campaign.
- Adapt the follow-up
- Use response and purchase activity to guide later communication.
The campaign feedback loop
Summary of the programme journey described in the source material.
- SelectBuild an audience from the customer information.
- MessageSend the relevant campaign invitation.
- ReviewIdentify response and purchase activity.
- RefineAdjust the next audience and its exclusions.
Published campaign results
PangoCDP’s account of the 20-day campaign.
The published account reports the following measures for TBS Retail’s 20-day campaign. They describe that programme and period; the publication does not provide a complete comparison baseline for the online-sales growth figure.
Figures reported by PangoCDP for the 20-day campaign. The source does not fully define the comparison baseline or every denominator.
Project evidence
Retail expertise alongside the customer data platform
TBS Retail Online Growth Manager Ly Nguyen recognises the PangoCDP team’s retail knowledge and implementation support in the supplied customer presentation. The campaign work used that combination of data and retail practice to make each message more relevant to its audience.
Discuss a similar programme
Give your next retail campaign a clearer customer purpose.
Twin can help assess your customer data, define useful audiences and connect messaging with the response you need to measure.