ILVA ACTIVATED FIRST-PARTY DATA AND SAW 167% ROI
ILVA moved from scattered data and siloed systems to a connected setup that enables personalisation across the entire customer journey.
on the new platform within 18 months
in ILVA’s newsletter base in just one year
in revenue per member in just 6 months
on behaviour-based email flows like price drops and product interest
from CDP-powered lookalike audiences
personalisation now spans the full customer journey, from first browse to winback
ILVA, a renowned Danish home furnishing brand, wanted to better understand its customers and offer more relevant, personalised experiences.
But with data stuck in silos, split across channels, systems, and departments, it was hard to get a full picture of the customer journey – and even harder to act on that data in a timely, meaningful way.
We needed a setup that would allow us to understand and engage our customers in smarter ways and a partner who could challenge us strategically, not just deliver tech. That’s exactly what we got from the team at IMPACT Commerce.
THE RETURN? 167% AND GROWING
ILVA’s approach is paying off, delivering a confirmed 167% return on investment so far. The setup is driving clear commercial results:
- Increased average order value by upselling through open orders and reducing buyer’s remorse
- Reactivated existing customers, driving new sales from those who hadn’t engaged in a while
- Better performance in paid channels through smarter segmentation
And perhaps most importantly: marketing that’s not just campaign-led, but guided by real customer signals, allowing ILVA to communicate in more timely and relevant ways.
*The graph shows a clear uplift following the launch of ILVA’s new Martech stack and Customer Club, proving the impact of connected data and personalised activation.
THE POWER OF ASKING ‘WHY’
Before touching the tech, we started by understanding the why.
Why should we consolidate data? What do we want to do differently? How can we create experiences that truly resonate with customers – while also boosting the bottom line. Through a structured discovery phase, we worked closely with ILVA to:
1. Identify the key business challenges
2. Define high-impact, customer-centric use-cases
3. Assess and identify MarTech platforms that fit ILVA’s setup, support the tech strategy, and help activate the key use cases.
4. Build a MarTech roadmap aligned to ILVA’s ambitions and growth targets
It's quite problematic when businesses jump straight to implementation without truly understanding the problem they’re solving. By taking the time to ask ‘why’, we built this solution with activation at the centre – ensuring the platforms worked in synergy from day one. It was naturally rooted in clear strategic considerations and the business outcomes ILVA wanted to achieve.
BUILDING THE FOUNDATION FOR SCALABLE PERSONALISATION
With the strategy in place, we rolled out a tech stack tailored to ILVA’s needs, connecting data across channels and enabling real-time activation. This setup gave the teams at ILVA something they didn’t have before: a single source of customer truth and the power to act on it in real time.
The power of activating first party data
When comparing in-platform targeting to lookalike audiences built using data from their CDP, the results are clear:
higher revenue per impression for CDP lookalike audiences
higher revenue per unique user for CDP lookalike audiences
Why does this matter? Because CDP-based audiences are built on ILVA’s own customer data – insights they fully own and control. That gives them a closer, more accurate view of their customers than third-party platforms can provide, ensuring precision targeting and smarter use of media budgets.
THE RETURN? 167% AND GROWING
With the setup live, ILVA brought its strategy to life by launching key use-cases, each built to improve customer experience and commercial performance:
To reduce post-purchase friction and increase value, ILVA runs a service-focused flow that starts 6 days before product delivery (e.g. for sofas). If the customer didn’t already include care products in their order, they receive a timely recommendation.
Results: 66.6% open rate, 12.7% click rate.
While customers wait for their large item to arrive, they receive well-timed emails with inspiration and add-on suggestions, helping to reduce buyer’s remorse and increase average order value.
Results: 70.6% open rate, 6.9% click rate.
If a customer has shown interest in a product that later goes on sale, ILVA sends a tailored message, both via mail and re-targeting on SoMe, to bring them back, lifting conversion from previously passive browsers.
Results: Product views: 80.2% open, 20.4% click rate. Cart price drops: 73.7% open, 27.3% click rate.
This flow targets subscribers who haven’t made a purchase within their first 180 days. Importantly, these contacts may still be engaging with emails, but haven’t converted. The journey includes nudges featuring lower-priced or entry-point products.
Result: Up to 77.3% open rate on subscribers inactive for 180+ days
By using insights from its CDP, ILVA builds lookalike audiences and improves segmentation, ensuring better ad ROI.
So, What’s Next?
With the foundations in place, now it’s time to explore how ILVA will use it to create even smarter, more timely customer experiences. Hear Claus and Kenni discuss ILVA’s next move and the opportunities they see ahead.
FROM CONSOLIDATED DATA TO AI-READY PERSONALISATION
Consolidating customer data isn’t just about creating a better view of the customer – it’s about preparing for what’s next.
Today, we can segment and target based on these signals. But in many organisations, the real bottleneck lies elsewhere: content capacity. Even with the right segments, delivering tailored content at scale can be a major hurdle.
This is where AI becomes a game-changer.
By layering AI onto a solid CDP and MarTech foundation, we move from simply identifying the right moment to also delivering in it. AI can generate content dynamically – adapting tone, timing, and messaging to match real-time customer context.
What we get is personalisation that’s no longer campaign-led, but moment-led, ultimately strengthening customer loyalty. And the best part? It scales, without adding complexity or manual effort.
Looking ahead, AI will define how brands engage. But the brands that benefit most will be the ones who’ve done the groundwork: connected their data, understood their customers, and built systems ready to act in the moment.
The future is AI-powered. But it starts with getting your data house in order.
Sitting on a goldmine of customer data, but not sure how to use it?
Kenni is your guy.
