Customized survey and communications optimization

Discover how Ganbaru helped Decathlon improve its conversion with a personalized survey platform and transactional email optimization. Automation and segmentation to enhance the user experience.

How we improved the customer experience with dynamic surveys and optimized emails

In 2021, Decathlon, a leader in the sports industry, identified the need to manage personalized and dynamic surveys based on the customer lifecycle, specific events, and business interests. To address this challenge, Ganbaru developed a flexible survey platform integrated with Dynamic Yield, allowing Decathlon to gain key insights about its users and improve their shopping experience.

The project's goal was to optimize customer interaction through adaptive surveys triggered by user behavior on Decathlon's website. Thanks to this solution, valuable data is easily collected, and key processes are automated without the need for integrating additional systems.

But we didn’t stop there; we went further. We also worked on optimizing their transactional email communication, reviewing and simplifying over 120 email templates to improve their design, content, and effectiveness, ensuring each message was clear, relevant, and aligned with the brand's identity.

Key Features of the Platform

• Survey Generator: Creation of surveys with different question formats (free text, dropdown list, stars, and multiple choices), with conditional rules and dependencies based on user attributes.
• Integration with Dynamic Yield: Personalization of surveys using real-time user data, allowing audience segmentation and the creation of strategic surveys.
• Impact on Anonymous Users: Ability to interact with unregistered visitors, increasing the conversion rate and recovering abandoned carts at checkout.
• Workflow Automation: Configuration of automatic rules for sending surveys and activating processes in other systems, such as sending emails in Marketing Cloud after completing a survey.
• Reporting Module: Advanced analytical tools that allow viewing responses in interactive graphs and exporting them to Excel for further analysis.
• Hosting and Support: Platform deployment on AWS or Google Cloud servers, with technical support and preventive maintenance.

The platform developed for Decathlon has not only optimized the collection of user information and the personalization of marketing strategies, but also demonstrated a real impact on conversion and customer retention. Thanks to intelligent automation and precise segmentation, the company has been able to:

• Increase the conversion rate by capturing key insights at each stage of the customer journey.
• Reduce friction in the purchase process by adapting the surveys to each user in an intuitive and non-intrusive way.
• Improve decision-making, with real-time data that allows for optimization of campaigns and e-commerce strategies.
• Maximize the potential of Dynamic Yield, enhancing the personalization power of their digital ecosystem.

In addition to developing the survey platform, we worked alongside Decathlon to optimize their transactional communication with customers. We knew that automated emails play a key role in the user experience, so we focused on making them clearer, more effective, and aligned with the brand identity.

To achieve this, we reviewed over 120 email templates, simplifying and consolidating them into 85 more efficient and organized versions. We also completely redesigned them, ensuring that each email was visually appealing, modern, and, above all, optimized for mobile devices, guaranteeing a seamless experience regardless of the access point.

Content was another key aspect. We reworded the messages to make them more direct and understandable, always maintaining Decathlon's characteristic communication tone. Furthermore, we customized order confirmations to distinguish between different delivery options, such as in-store pickup, pickup point, or home delivery, offering more precise and relevant communication for each customer.

Automation was key to this project. We implemented strategies to:

• Send automated pickup reminders.
• Recover abandoned carts with personalized emails.
• Optimize conversion with advanced segmentation.

In short, with this optimization, not only was the aesthetics and functionality of the emails improved, but the connection with customers was also strengthened, ensuring that each message reached them at the right moment with the most relevant content.

If you're looking for a similar solution for your business, Ganbaru has the experience and technology to take your digital strategy to the next level. Turn every interaction with your users into an opportunity for growth.

With Ganbaru, you can also optimize your business's conversion and personalization with intelligent surveys and automated emails. Contact us today and discover how we can help you boost your conversion and engagement!