Executive summary
The Kenguru case shows how AI and CRM can enhance the personal work of stylists rather than replace it: customer data, looks, and communications are assembled into a manageable process that supports sales across digital and retail.
x2+e-commerce revenue growth through the transition to an omnichannel sales system
+75%growth in app revenue; app orders increased by 55%
RUB 40+ mnimpact of personalized CRM campaigns
Results focus
- The e-commerce business grew x2+ through a transition from a channel model to an omnichannel sales system.
- The app became a mobile-first channel: revenue +75%, orders +55%.
- Pickup became a key channel integrating online and retail: orders grew by 28%.
- Fourteen percent of key customers generate up to 60% of revenue; personalized campaigns delivered RUB 40+ mn.
- Product and AI personalization mechanics generated RUB 13+ mn in additional monthly revenue.
- Launched the AI project “Look Builder” for stylists’ personal communications with customers.
What was done
The initiatives connected high-touch retail service with data-driven marketing.
AI Look Builder
The tool helped assemble relevant looks for each customer and use them in stylists’ personal communications.
Mobile-first model
Demand was shifted to a more effective channel: the app grew in both revenue and orders.
Personal communications
Stylists received a process for building recommendations and messages around customer profiles, preferences, and purchase context.
CRM clusters
The customer base was organized into segments and clusters so marketing could use managed scenarios instead of mass mailings.
End-to-end analytics
Connecting the website, app, and offline retail made it possible to analyze the full customer journey and see the contribution of different touchpoints.
Pickup
Pickup became one of the key scenarios integrating online and retail and grew by 28% in orders.
Related expertise
For employers
This case is relevant to retail companies where value comes from personal service, CRM, customer data, and communication speed as well as assortment and traffic.