Lindt — Personalization Case Study
Lindt set out to modernize its promotional email program to better reflect its premium brand experience and drive stronger customer engagement. We partnered to evolve the program beyond static, batch-led campaigns — introducing a stronger data foundation, structured experimentation, and enhanced reporting within Selligent.
The Challenge
Lindt’s promotional email program relied heavily on traditional batch campaigns, limiting its ability to deliver relevant, personalized experiences at scale. While the brand had strong creative and product appeal, its use of customer data was limited. Reporting lacked the depth to understand what was driving performance or to confidently guide optimization and investment decisions, and testing was ad hoc, without a clear learning agenda to support momentum or apply insights over time.
Our Approach
We advanced Lindt’s promotional email program by strengthening its data foundation and introducing a more structured approach to learning and optimization. At the core was a custom metadata framework, built around customer behavior and embedded within Selligent, enabling richer profiles, more precise segmentation, and more relevant personalization within campaigns. We also introduced a disciplined testing program anchored in a clear learning agenda, allowing Lindt to systematically evaluate key levers such as content, creative, offer structure, and timing. Each test contributed to a growing body of insight, ensuring campaigns were increasingly informed by what had worked before. In parallel, we enhanced reporting to deliver more detailed performance visibility, helping the team better allocate spend, prioritize high-impact opportunities, and refine promotional strategy with greater confidence. Together, this more connected approach to data, testing, and insight drove measurable improvements in engagement and commercial performance, including increases in opens, clicks, and revenue, while laying the foundation for more advanced personalization over time.
The Impact
The program advanced Lindt’s promotional email into a more data-driven model, improving decision-making, increasing efficiency, and enriching customer data to drive stronger engagement and conversion.
Key Results
- +57% +57% Single Session Revenue, YoY
- +11% +11% Conversion Rate, YoY
- 2.8x 2.8x Unique Clickthrough Rate vs industry benchmark
- 1.7x 1.7x Unique Open Rate vs industry benchmark
Capabilities: Personalization Architecture, CRM & Lifecycle. Platform: Selligent.
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