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With over 25 years’ history, Maxi Sport is Italy’s benchmark chain for casual fashion and technical sports equipment. It has four strategically located stores in the Lombardy region and, since 2002, it has been active on the Internet with the e-commerce maxisport.com.
*Coming soon campaigns compared to Maxi Sport’s usual promotions.
Head of marketing and e-commerce for Maxi Sport
In all marketing activities, we put the customer at the center of every strategy. We plan every action with the aim of providing outstanding service and an experience that goes beyond expectations. MailUp’s contribution was critical in making Maxi Sport an ideal online shopping partner for so many Italians.
By integrating the stock data, user preferences and potential of email automation, Maxi Sport has been able to create an extremely efficient flow that transforms a potential pain point (a product being out of stock) into immediate conversion opportunities. The conversion rate of the Coming Soon campaign is four times as much as Maxi Sport’s average, reducing the post-click bounce rate by 3.6%. Thanks to this and other user profiling activities, in 2015 Maxi Sport’s open rates and click-through-open rates were well above industry benchmarks.