From Email to On-Site: Place des Tendances Shifts Gears with Real-Time Hyper-Personalization

A Pioneer Brand in Digital Fashion

Place des Tendances, a fashion and beauty pure player since 2008, embodies exceptional service and refined curation. With over 400 brands and 70,000 products, a dynamic marketplace, a newly launched mobile app, and ultra-efficient logistics (including 24-hour delivery options), the brand attracts an urban, 90% female, affluent and loyal customer base. In 2024, the brand recorded a +10% increase in active customers despite a challenging economic climate.

In terms of CRM, Place des Tendances leverages email, SMS, and push notifications (mobile and web), sending nearly 74 million newsletters annually!
Their CRM strategy is based on three pillars:

• Paid traffic (SEA), their primary acquisition source, mainly driving to product pages.
  
  
• CRM, the second major driver, landing customers on product listing pages to offer selection.
  
  
• SEO, effectively used but secondary in the funnel, primarily leading to the brand homepage.
  
  

With an average basket of €180 and a purchase frequency of 2.2 per year, the key challenges are increasing purchase frequency, retaining top customers, and growing internationally. The CRM team is focused on personalizing and enriching every customer interaction.

Hyper-Personalization as a Performance Driver

Place des Tendances chose to partner with Reelevant to implement a hyper-personalized marketing strategy. Several use cases were defined from the outset and refined throughout the collaboration to address the brand's objectives and ensure marketing consistency across all customer touchpoints.

Hyper-Personalized Products

The first use case focused on showcasing hyper-personalized products—highlighting items tailored to the customer lifecycle, based on collected data. The brand prioritized displaying:

• Viewed products
  
  
• Items added to the cart or wishlist (site & app)
  
  
• If unavailable, best sellers from the same brand or category
  
  
• As a last resort, best sellers from the last 30 days
  
  

This use case produced strong results: +1.1 points in reactivity rate and +0.6 points in conversion rate—opening the door to new opportunities.

Actively Engaging Club Trendy Members

Club Trendy, the Place des Tendances loyalty program, was at the heart of the second use case, aiming to maintain strong revenue outside promotional periods by highlighting loyalty benefits.

Loyalty banners were added to emails to inform Club Trendy members of their status and associated benefits. Product prices were made dynamic, adjusting based on each customer’s loyalty level. This led to higher reactivity and conversion rates, a +4% increase in average basket size, and internal productivity gains.

Hyper-Personalization in the Beauty Category

Among the available product categories, beauty represents a significant growth opportunity. The brand seeks to encourage customers to purchase beauty items with them instead of competitors, while also driving repeat purchases.

A new use case focused on beauty replenishment was developed with Reelevant:
If a customer had previously purchased a beauty product and was in a replenishment window, that product would appear in their emails; otherwise, a current best seller would be shown. The replenishment timing is defined using business rules, either based on the customer’s personal purchase frequency or a predefined average product consumption period.

Increasing Relevance with the Moon Fish x Reelevant Partnership

Most Place des Tendances customers start their journey by searching for a brand (with over 400 available). The challenge was to recommend the most relevant brands for each customer to boost engagement—without overloading internal teams.

In partnership with Moon Fish, the brand created a brand affinity scoring system to better target recommendations and highlight the variety of its offer. Reelevant then integrated these scores to enrich hyper-personalized content and display the most relevant brands for each customer.

A Consistent Experience Across Channels

Place des Tendances' hyper-personalization doesn't stop at email. The customer experience is now consistent between the newsletter and the website.

The final use case—brand ranking—was mirrored on the homepage. This page ranks in the top three landing pages for both customers and prospects. The goal was to create consistency between email communications and homepage product displays, so each customer feels acknowledged, at least regarding their interests. And the results speak for themselves: +53% in revenue compared to non-personalized versions.

Towards Scalable Hyper-Personalization

This collaboration powerfully demonstrates that hyper-personalization is now a tangible and value-generating strategy when supported by a data-driven approach, a cohesive omnichannel vision, and a solid technological partnership. With the goal of integrating hyper-personalized content in 50% of CRM messages by March 2026, expanding personalization to transactional triggers (like abandoned carts or post-purchase emails), and turning the mobile app into a true relational space, Place des Tendances proves its ability to make hyper-personalization at scale a powerful engagement driver for a seamless, relevant, and inspiring customer experience.