CHALLENGE

Loyalty data was underused across campaigns and customer journeys

DjakSport is a multibrand sports retailer offering footwear, apparel, and equipment from leading international brands. It serves customers through physical stores and online sales across Serbia, Montenegro, Bosnia and Herzegovina, North Macedonia, Croatia, Slovenia and Romania.

Their loyalty program provides useful insight into customers’ purchases and preferences, but its communication setup made it difficult to use that data consistently across campaigns and customer journeys.

Before moving to AgentOS, DjakSport used  Viber and email, but its setup offered limited options for customer segmentation, automated journeys and contact-center interactions. This made it harder to tailor communications using customers’ interests, purchase history and location. Some automations were also harder to manage across markets: the birthday journey had to be reset manually each month, while fixed package costs made certain use cases less practical in markets with smaller loyalty-program audiences. 

Customer support faced a similar challenge, where conversations across social channels were managed separately. DjakSport needed a more connected way to use its customer data, run ongoing personalized journeys, and help its support team manage customer interactions.

SOLUTION

AgentOS connects customer data, campaigns, and support

DjakSport partnered with Infobip to bring customer data, campaigns, automated journeys and customer support together on AgentOS. Previously, the team had limited options for segmentation and automation, and managed customer conversations across separate channels. Now, it uses customer data to personalize campaigns and loyalty journeys, sends birthday greetings via Viber with SMS fallback, and manages customer conversations through a cloud contact center. 

Every loyalty member hears from DjakSport in a way that fits them

DjakSport uses around 50 customer attributes, including purchase history, shopping channel, loyalty category and location. API integrations update customer data across its markets, giving teams current information to use in campaigns and automated journeys.

The data also supports loyalty communications. When a customer moves to a higher loyalty category, the change can update their benefits automatically. An automated message can then explain the new category and the benefits available to them.

Personal campaigns across markets, without a manual campaign for each

For campaigns such as Back to School in Serbia, DjakSport personalizes messages with customers’ names and adapts the wording to their region within the country. The team can also segment audiences using customer attributes, so campaigns better reflect customers’ interests and history.

This approach gives DjakSport a way to personalize communication across its markets without preparing every message as a separate manual campaign.

Birthday greetings that get through, and run themselves

The birthday journey sends a greeting through Viber with SMS as a fallback if the Viber message isn’t delivered. DjakSport can keep the journey running instead of resetting it each month and update the message or offer when needed.

They also use birthday messages to share offers with loyalty members, making the automated journey part of its ongoing customer communication.

One connected conversation across channels

DjakSport uses AgentOS’s cloud contact center for live chat, Viber and social media conversations. Human agents can see customer details, including purchase and communication history while responding. 

Customers can ask questions on Viber and receive answers there. The team says this makes communication easier and helps reduce calls. 

RESULTS

Personalization lifts engagement and contributes to 10% more purchases per customer

DjakSport reports that personalized campaigns generated twice as many link clicks. Adding SMS as a fallback when a Viber birthday message wasn’t delivered increased conversion in the birthday journey by 20%. The always-on journey also saves the team from manually resetting it each month. 

The change has also made day-to-day work easier for DjakSport’s marketing and support teams. Agents can see purchase and communication history in one place and respond to customers directly through Viber, live chat and social media. DjakSport also sees the personal impact in customers’ replies, with people thanking the team for birthday greetings and loyalty updates. 

Purchases per customer increased by about 10% in the first nine months of the year compared with the same period a year earlier. Campaigns reactivated 25% of customers who had been inactive for one to two years, depending on the month. 

The contact center brings conversations across channels together, helping agents respond through Viber and live chat. Looking ahead, DjakSport plans to build on this foundation by automating more customer interactions and exploring AI agents based on its knowledge base.

The aim is to provide customers with faster, more complete answers and continue improving their experience.