In the highly competitive world of personalised greeting cards and gifts, Moonpig really stands out to me as a leader with their exceptional CRM strategy. They have never failed to remind me of an upcoming birthday or personal event, resulting in me spending a fair chunk of money and ultimately becoming a repeat customer. By leveraging cross-channel marketing and personalisation they create a seamless user experience with a focus on both loyalty and revenue. Here’s a closer look at how they’re nailing exactly this.

Seamless User Experience

It all began in 2000, with the launch of Moonpig as the UK’s first online card retailer. Since then they have expanded, and in 2024 delivered 49 Million personalised cards, gifts and flower bouquets. With the expansion of their product range also came the hyper-personalised user experience we know today with a tailored online journey for every user, including personalised homepage banners and promotions. Moonpigs’ enhanced data platform of saved dates, names and addresses makes for a speedy purchase which is particularly beneficial for last-minute shoppers. Their smooth app experience combined with the all-important (in my humble opinion) use of Apple Pay, is the cherry on top for even faster checkouts.

Cross-Channel Consistency

Moonpig’s cleverly timed event reminders and personalised promotions delivered in the form of push notifications and email are a welcome sight (for me at least). They remind customers when they need to buy a gift, who it is for, as well as suggesting the perfect card based on preference and purchase history. This year they have also introduced same-day digital gifting and eCards for those real last-minute rushes. Moonpig’s social media channels keep their finger on the pulse of upcoming social events and utilise UGC to reflect the impact of gift-giving between loved ones. Their powerful cross-channel consistency combined with increasingly relevant gift and card recommendations not only improves the customer experience but also drives revenue growth.

Leveraging data and AI

So how do they do it? Gift recommendations, personalised event reminders and more. Aside from the use of their custom-built technology which optimises millions of data points, they have also built a tech platform designed to harness data science and AI at every point of the user journey. This includes personalised triggers, AI-powered smart filters and algorithms to suggest product recommendations on purchase history. What more could you want?

High customer lifetime value

Moonpig customers are considered extremely loyal with 88% of their revenue, as of April 2024, derived from existing customers. It’s not surprising when you consider how easy they make it to not only remember special events but also provide you with relevant & personalised recommendations. With the launch of Moonpig Plus subscriptions and voice note capabilities within eCards, they are rapidly expanding their loyal customer base.

Moonpig’s smooth in-app experience, combined with consistent cross-channel marketing ensures a cohesive and engaging customer journey. Additional features like voice notes, Apple Pay and same-day eCards helps to cement them as leaders in the personalised greeting cards and gifts market.

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