Laverne lifts CRM contributions from 5.3% to 27.8% with WebEngage

October 7th, Riyadh, KSA: Laverne, the Riyadh-based perfume house, has restructured its customer engagement on WebEngage, the Customer Data & Agentic Marketing Platform, moving away from brand-wide campaign calendars towards a CRM model organised around how individual customers behave. CRM's contribution to the business has climbed from 5.3% to 27.8%, more than five times its earlier level, while campaign-attributed performance grew 804.5% quarter-on-quarter.

Laverne began working with WebEngage from a position of strength, backed by strong brand equity and an established digital presence in the Kingdom. With that base in place, the brand set out to make CRM a bigger driver of growth. Its communication had been built largely around campaigns, but the brand wanted to transition into more intelligent engagement that responded to where each customer sat in their relationship with the brand. 

WebEngage combined Laverne's customer insights with behavioural data to build segments from engagement patterns and intent signals, then layered a lifecycle stage on top. Those segments now drive outreach across WhatsApp, email, push and on-site messaging. 

WhatsApp performance rose 979% quarter-on-quarter, and now makes up 78% of Laverne's CRM channel mix. This has given the brand a direct line to customers at the point of highest purchase intent. Campaign performance and CRM contribution are tracked throughout, so the team can see which initiatives are moving revenue.

"We wanted CRM to become a stronger growth lever for Laverne, with better use of customer data, clearer segmentation, and more relevant engagement. WebEngage gave us the foundation to move toward a more structured, data-driven approach and understand the impact CRM was creating across the customer journey." said Ahmed Fahmy, Head of Digital at Laverne Group. "

Saudi Arabia's fragrance market is crowded, and customers tend to go back to the brands that remember what they bought and how they journeyed through their relationship with the brand. Laverne's numbers bear that out, with customers reached through WebEngage-built segments generating 1.86 SAR more in average revenue per user than a control group that didn't receive those campaigns.

"A customer who buys the same scent twice has told a brand something useful. In most marketing stacks, that signal never reaches a system that can act on it," said Hetarth Patel, Vice President – MEA, Americas & Asia Pacific at WebEngage. "Laverne now keeps that record for every customer, built from what people browse and buy and added to with each interaction. That enterprise memory already decides who hears from Laverne and when, and it gives the brand a foundation for the automated journeys it is building next."

Laverne is now extending the foundation into automated lifecycle journeys. Abandonment journeys running from first browse through to checkout are in development, alongside category-based engagement and reactivation of dormant customers. A separate track will focus on the brand's highest-value buyers.