Plaza Ure & Smykker
Turning email into a retention engine in fiercely competitive category
Turning email into a retention engine
Plaza is Denmark's oldest jewelry chain. 13 stores, a strong online presence, and one of the largest jewelry retailers in Scandinavia. They carry a large catalog of exciting jewellery brands, but in a competitive market, selling the same SKUs as other retailers means finding a meaningful competitive advantage that isn't just "price".
The only thing that can't be commoditized is the relationship with the customer. Plaza had already built the strategic asset for that: a strong loyalty program. What was missing was the channel to bring it to life. The previous email setup was technically shaky and strategically thin, and the communication around the program was generic enough to have come from any jewelry retailer in the country.
Our job was to make email the engine that activated the program day to day.
- 01 Email Marketing
- 02 SMS Marketing
- 03 Loyalty
Built the channel that brings the program to life
Cleaned the setup before adding anything new
The previous program had deliverability issues, messy data, and no segmentation logic underneath it. We fixed deliverability and sender reputation, suppressed inactive profiles, structured the data flow, and built segmentation that could carry the strategy. Without this, nothing else would have worked at scale.
Built the flow architecture around lifecycle, not promos
The flow stack was built around customer lifetime value, not one-off conversions. Post-purchase flows to deepen the first-order relationship. Occasion-based sends. Winback flows for inactive members. Staying relevant between purchases in a category where the next purchase might be 6+ months out was key.
Dynamic content, not endless segments
With a catalog this size and a customer base this broad, segmentation was never going to scale. Slicing the list into smaller and smaller groups would have shrunk reach without meaningfully improving relevance. We went the other way — keeping audiences broad and letting dynamic content do the work. Products, recommendations, and messaging shift per recipient inside the same campaign or flow, so what hits the inbox feels curated without the operational drag of running 30 segments in parallel.
Bringing the program's value to the surface
Plaza had already built the program. Our job was to make membership feel like it was worth something every time a customer opened an email. We rebuilt the signup placements, sharpened how the member benefits were communicated, and ran ongoing A/B tests on content, design, and messaging.
New On-Site Lead Gen
Multistep popup, zero party data collection and layered opt-in | Email, SMS & Loyalty signup
New Welcome Flow
Personalised based on shopping preferences, driving urgency. Segmented based on loyalty status.
First welcome email for non-loyalty members
First welcome email for loyalty members
Campaigns
A sample of the email campaigns we've run with Plaza
We've worked with email agencies before and had a fair idea of what to expect. The results Journi brought in genuinely surprised us and made us rethink how big a role owned channels could play in our growth.
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