Case Studies
Building a scalable CRM foundation
#ecommerce
The Golden Scent project
Golden Scent, a leading GCC beauty ecommerce platform, depends on push notifications as a critical channel in its mobile-first model. Engagement was declining under offer fatigue and hundreds of manual campaigns a month. We rebuilt its push program on Braze around automated, personalized journeys, replacing generic promotions with relevant messaging at scale. Alongside the build, we worked closely with the Golden Scent team to transfer knowledge and process.
101%
Push engagement improvement
+140%
Revenue uplift for new app users
+14%
Incremental CRM revenue uplift
Redesigning push strategy and segmentation
To solve declining push engagement, we hypothesised that high message frequency per user was driving the downtrend. We ran a multi-year cohort analysis of messages received against channel disengagement. The data pointed to a cap of 3-4 push notifications per day, which to apply it.
We also built segmentation that targeted high-value users with specific offers at a higher frequency than the baseline, which dramatically increased engagement with push notifications.
Automating campaigns & personalizing at scale
To scale personalization, we moved the promotional program from generic discount offers to product recommendations driven by AI models and browsing behavior. We built an interconnected system using Braze Catalogs, user profile matching, AI product recommendations, and product-specific discounts, all connected via APIs.
To increase efficiency, we highly automated message sending using Google Sheets, integrated with Braze Catalogs and AI item recommendations for hyper-personalization.
“By transforming our CRM from a manual process into an automated, data-driven engine, the team unlocked a step-change in both efficiency and revenue. The impact on engagement and incremental growth has been exceptional”
CEO, Golden Scent