Spobik creates value with loyalty-based communication

Spobik is a fast-growing online bike and sports store with a wide range of bikes, components and accessories. With a focus on the customer experience, they make it easy for both cycling enthusiasts and everyday exercisers to find the right equipment. In line with its digital growth, Spobik also invests in communication that keeps the same high level as their products and offer.

The challenge

Previously, Spobik experienced technical limitations in its previous email platform, making it difficult to create a smooth and coherent customer journey. The process of deciding whether a message should be sent via SMS or email was also both complicated and time-consuming, making the overview and work with different channels unnecessarily complicated.

At the same time, they had little opportunity to use customer data in a smart and dynamic way. They were more limited in adapting communications to customers’ interests and behaviors, and much of the potential of the data they did have available was lost.

"A big advantage for us [with Rule] is the simplicity of building emails and automations in the editor"

Fanny Petersson, Marketing Communications, Spobik

The solution

To gather all communication in one place, Spobik chose to move their entire digital customer journey to Rule. Through the platform, they’ve managed to integrate their transactional emails with their ongoing marketing, which means they now manage everything from one place. Using Rule’s flexible tools, the team can easily choose the best channel for each message, whether it’s email or SMS.

A strong focus has been placed on using customer data in a smart way through a loyalty-based communication strategy, where new segments are created based on buying behavior and how customers interacted with previous communications.

By customizing mailings according to recipient engagement, Spobik ensures that the right people receive the right communication. This work has been greatly facilitated by Rule’s new editor (released in late 2024), where the team can easily create both individual emails and complex, automated flows.

The result

By shifting the focus from frequent to relevant communication, Spobik has created a more personalized dialogue with its customers. The new way of working has led to higher engagement in the mailings, stronger customer relationships and better opening and click rates.
Today, customers receive more relevant content in their inbox because the communication is based on their behaviors and loyalty. At the same time, the user-friendly editor and smooth automations in Rule have saved time and made daily work more efficient – a clear example of how smart segmentation and customized communication can create value for both companies and recipients.