Cuisinart partnered with UN/COMMON to transform its retention marketing strategy and unlock greater customer lifetime value. With a focus on data-driven lifecycle marketing, the engagement aimed to convert one-time purchasers into loyal repeat customers while elevating owned channel performance.
By leveraging advanced segmentation, automated flow optimization, and rigorous testing, Cuisinart evolved its legacy email program into a high-performing revenue engine.
The Opportunity
Cuisinart needed to modernize its retention approach to better compete in a crowded home and outdoor market. Their existing lifecycle efforts lacked the strategic automation and personalization required to nurture customers beyond their first purchase.
Key initiatives included:
-
Underutilized automated flows
-
Limited segmentation capabilities
-
A legacy email strategy that constrained revenue potential
-
Opportunity to improve cross-channel engagement, particularly SMS
The Strategy
UN/COMMON developed a comprehensive lifecycle framework grounded in data analysis and customer behavior insights. The initiative focused on building scalable systems that would continuously optimize performance over time.
Core focus areas:
-
Strategic discovery to identify revenue opportunities
-
Deep customer segmentation to personalize messaging
-
Automated flow setup and optimization
-
A/B testing to refine creative and timing
-
Custom roadmap creation for long-term lifecycle maturity
Execution
The team implemented a modern retention architecture designed to meet customers with the right message at the right moment.
Key initiatives included:
-
Rebuilding automated flows to capture high-intent purchase moments
-
Enhancing email performance through targeted experimentation
-
Integrating SMS to strengthen omnichannel engagement
-
Leveraging behavioral data to drive more relevant communications
Results
-
65% increase in automated flow conversion revenue
-
56% year-over-year increase in owned revenue
-
36% increase in SMS click rate
These gains positioned retention as a primary growth driver and validated the impact of a data-led lifecycle strategy.
Impact
Through strategic segmentation and automation, Cuisinart successfully shifted from transactional messaging to relationship-driven marketing. The brand now benefits from a scalable lifecycle program that fuels repeat purchases, strengthens customer loyalty, and delivers measurable revenue impact.
Core partners
Client tech stack
See More Work
