Membership Site Lifecycle Case Study
Mustela
Loyalty Program CRM
Customer Retention Analytics System
Customer Database System
Website
Challenge of Lifecycle-Driven Personalization
Mustela needed a way to identify the right customers and deliver personalized content at the right time. The team wanted a CRM driven approach that recognizes each mother’s stage of pregnancy and provides timely, relevant support.
Acquire 2000 new members within a span of 2 months
Enhance sales conversion rates over time
Accurate personalize offers by needs and timing
Taking You to the
Next Level of Success
The Membership Site Solution
Developing the Mustela Club Membership Site
Our team created the Mustela Club, a membership platform where customers register and receive member benefits. New members get exclusive online discounts, offline discount vouchers, and an extra sample set on joining. This encourages sign up, lets mothers try products before buying, and streams real time data into the backend system.
01
Implementing "Mum Verification" for Accurate Data Collection
Our team also embedded a Mum Verification process in the member portal to ensure genuine profiles. During registration, members provide an estimated delivery date and baby passport for verification. This creates a reliable membership database and improves data quality for personalized targeting and loyalty journeys.
02
Utilizing Pregnancy Data for Automated Member Segmentation
Pregnancy data captured at registration powers automatic segments by trimester, post pregnancy needs, and skin concerns. Mustela can promote the right products and content to each segment, improving engagement and conversion while keeping communication relevant.
03
Personalized Content with Tips & Videos
A Learning Hub delivers tips and tutorial videos customized to each stage. Automated SMS reminders nudge members with helpful content, such as guidance on managing eczema during pregnancy and practical care routines for mother and baby.
04
AI-Powered Personalized Promotions for Mothers' E-Commerce Journey
AI models tailor promotions and bundles to each mother’s stage and preferences inside the Ecommerce store. Offers sync with the customer journeys, rewards, and reporting stay consistent across channels.
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