RetentionX | E-Commerce Growth OS

Platform

Customer Intelligence

Customer KPIs, behaviors, insights, and advanced segmentation

Customer insights and advanced segmentation

Identity & Tracking

Lossless tracking with first-party, CAPI, server-side tracking, and the RX Pixel.

Lossless tracking and attribution

Smart Automations

Automate Merchandising, AI insights, and easily scale high-impact flows.

Automate insight into action

Marketing Intelligence

Attribution models, KPI Hub, and easy reporting to spend smarter.

Optimize media spend & performance

Resources

Merchandising Automation

AI Merchandising for conversion optimization

Integrations

Explore 50+ seamless integrations

Resources

Help Center Agencies Case Studies E-Guides Contact

Beauty & Wellness

How NEST Turned CRM Optimizations into a Breakout BFCM

+69 %

Conversion Uplift

+12 %

West Coast Subscriber Engagement

+15 %

Year-over-Year Growth

Founded in 2008, NEST New York has grown into one of the leading luxury home fragrance brands, known for its candles, fine fragrances, and seasonal home collections.

For brands like NEST, growth is the result of methodical, continuous refinement across every customer touchpoint: every send, every segment, every signal.

Those individual decisions may look marginal in isolation, but at scale, the margins compound. Massively. During the holidays, NEST's highest-volume period, that commitment to precision becomes even more critical.

During Black Friday and Cyber Monday, most teams are heads-down executing, rarely stopping to revisit the mechanics behind their decisions. At NEST, the team had a different view. Knowing every action is multiplied across millions of touchpoints, they saw an opportunity, with RetentionX as their partner, to turn optimizations into disproportionate upside.

Why Precision Matters Most at Peak Volume

With a broad product portfolio and a deeply loyal repeat customer base, CRM sits at the center of how NEST drives revenue. That scale means that millions of dollars in seasonal revenue rides on small CRM decisions.

When thousands of customers are engaged across email and SMS, optimizations can translate into meaningful outcomes, which can only happen if you deeply understand your customer behavior.

In the lead up to peak season, NEST’s CRM program was already strong:

Use of segmentation was consistent and scalable
Targeting focused primarily on recency (See RFM)

With insights from RetentionX, Amanda Krebs, Senior Manager of CRM, believed there was more signal hidden inside the data, especially around timing and purchase intent. Having used RetentionX for nearly a year, the platform was already a trusted part of the team's stack.

Amanda Krebs,

Senior Manager of CRM

“RetentionX enhanced our Black Friday decision-making with a deeper layer of data-backed insights, particularly around send timing and purchase intent.”

Armed with insight, NEST chose to make a measured shift: using RetentionX’s customer-level intelligence to capture incremental gains when volume was highest.

A New CRM Strategy

Using customer-level segmentation and purchase behavior from RetentionX, NEST made two main strategic shifts that reshaped not just their BFCM playbook, but how retention decisions were made going forward.

Shift #1: From Fixed Timing to Behavioral Orchestration

Historically, NEST anchored campaigns to a single “best” send time across all customers and regions.

RetentionX revealed that a one-size-fits-all send time was suppressing West Coast performance, not just in engagement, but in realized revenue. Insights showed that a significant share of West Coast demand was arriving outside the brand’s primary send window and was never being fully captured.

Optimizing send times based on RetentionX insights led to the following impacts:

+31% growth in engaged West Coast SMS subscribers
+13% growth in engaged West Coast email subscribers
+12% growth in the overall active West Coast audience over the following month

Amanda Krebs,

Senior Manager of CRM

“Without changing our offer, we were able to drive a 69% lift in West Coast engagement. We already had the right message, RetentionX helped us deliver it at the right moment.”

These weren’t one-off spikes. They signaled healthier, more durable engagement.

What looked like a small operational tweak turned into a meaningful revenue lever — simply by aligning delivery with when customers were actually ready to engage.

Shift #2: From Recency to Predictive Prioritization

Second, NEST replaced their old recency-based targeting with predictive prioritization from RetentionX.

NEST’s targeting strategy had long relied on recency. Customers who had purchased most recently or were active on-site were treated as the highest-priority audience.

RetentionX’s AI insights revealed a more nuanced and more powerful signal.

By combining customer value with predicted purchase readiness, RetentionX identified a segment of high-value customers who were actively approaching a buying window, even if they hadn’t interacted most recently.

Recency reflected the past. RetentionX’s purchase readiness anticipated the future.

Amanda Krebs,

Senior Manager of CRM

“RetentionX helped us focus on customers with real purchase intent, not just recent activity, which drove meaningful year-over-year growth during Black Friday.”

By the end of BFCM, the impact was clear. RetentionX powered audiences drove more than a 15% year-over-year increase in BFCM revenue.

And while NEST anticipated the typical post-holiday deliverability decline, smarter segmentation reversed the trend. By aligning sends to when customers were truly ready to engage, the brand achieved a 17-point YoY increase in email and SMS deliverability—powered by RetentionX insights.

Conclusion

NEST's success came from acting on the deep, data-backed insight that RetentionX provided, during a time when every consumer touchpoint carried an outsized impact.

Smarter segmentation and precise timing turned incremental gains into a record-breaking BFCM, and RetentionX gave the team the clarity and confidence to identify those opportunities and act on them when the stakes were highest.

Today, those same principles extend far beyond Black Friday. What started as a holiday CRM optimization became the foundation for a more precise growth system.