Le Jardin Retrouvé: -50% on Customer Acquisition Costs by Leveraging Shopify Data
Higher Return On Ad Spend
Acquisition Costs Optimized
Increase in retention
Background
As an independent high-end perfumery, Le Jardin Retrouvé is built on authenticity, craftsmanship, and close relationships with its customers. But behind this refined universe lies a very real challenge: high customer acquisition costs. To sustain growth while staying true to its values, the brand made a strategic move, by getting to know its customers better in order to sell smarter. Who are they? What do they buy? When do they come back, and why do they stop? These questions are critical for any high-performing marketing strategy but were previously unanswered in any actionable way.
Le Jardin Retrouvé sought to go beyond Shopify’s default analytics. They needed a solution that could turn customer data into insight, and insight into action, through smarter acquisition, personalized retention, and tailored campaigns.
That’s why the brand chose Kuma, a customer intelligence and segmentation platform designed to help Shopify merchants turn raw data into measurable performance.
Challenges Faced in the Shopify E-commerce Ecosystem
Like many e-commerce brands on Shopify, Le Jardin Retrouvé encountered major roadblocks in scaling its digital growth. Three key challenges were limiting the effectiveness of its marketing campaigns: limited customer insight, rising acquisition costs, and the gradual phase-out of third-party cookies.
- Limited Customer Insight
Le Jardin Retrouvé struggled to clearly identify its online customer personas. This lack of customer knowledge made it difficult to personalize marketing efforts and optimize the buying journey. Leveraging first-party data became essential, but also complex, especially for a refined, globally positioned brand like Le Jardin Retrouvé. Without a clear understanding of the ideal customer profile, it’s challenging to improve conversion rates (which average around 2% in the beauty industry) or build lasting loyalty.
- Soaring Acquisition Costs
In recent years:
– Customer Acquisition Costs (CAC) have surged on major ad platforms
– By late 2022, CPMs skyrocketed: +89% on Meta and +92% on TikTok YoY
– Advertisers saw a sharp rise in CPA, while Return on Ad Spend (ROAS) declined (-40% on Meta in a matter of months)
– TikTok requires significantly more creative investment to convert its younger audience
– CTR and conversion rates are generally higher than on Meta
In this context, Le Jardin Retrouvé experienced decreasing ROAS and rising CPA, squeezing profit margins per customer. The brand urgently needed to reallocate budget to its most efficient channels (focusing on ROI per channel, customer CLV, etc.) to offset advertising inflation.
- Performance Loss Due to the End of Third-Party Cookies
The shift toward a cookieless world poses a major challenge for Le Jardin Retrouvé. The gradual disappearance of third-party cookies, already blocked by certain browsers weakens advertising targeting and conversion tracking. In practice, the loss of behavioral data reduces targeting precision, degrading the quality of addressable audiences. Formerly essential tactics have become obsolete, such as individualized retargeting, now impossible without third-party cookies.
The impact is clear:
- Campaign performance suffers, less personalization and ad frequency mean missed conversions and declining ROI.
- Attribution analysis becomes unreliable, without third-party cookies, it’s harder to link an ad impression to a sale, making it difficult to measure true ROAS and customer journeys.
For a brand like Le Jardin Retrouvé, which relies on storytelling and repeated exposure, this new landscape forces a strategic rethink. The focus has shifted to first-party and consented data: campaigns built on email, SMS, and loyalty segments, as well as organic content. Even so, email has its limitations. With open rates averaging around 18–20% in e-commerce, the true reach of customer communications remains limited. This challenges Le Jardin Retrouvé to innovate, using cohorts, contextualization, and CRM to maintain marketing performance in the Shopify ecosystem.
Le Jardin Retrouvé needed a solution that could fully unlock the potential of its Shopify data, intelligently segment its customer base, and seamlessly synchronize audiences across Meta, TikTok, and Klaviyo.
Smart Marketing Solutions for a Cookieless Future on Shopify
Deeper Customer Understanding with Shopify Data
To gain a clearer picture of its customer base, Le Jardin Retrouvé integrated Kuma into its Shopify environment. Through automated analysis of purchase history, browsing behavior, and engagement patterns, the brand now benefits from a detailed view of its different customer segments: new buyers, repeat customers, high-potential profiles, and those at risk of churn. This segmentation reveals purchase trends, highlights loyalty triggers, and enables timely actions throughout the customer lifecycle.
Kuma leverages advanced segmentation methods, including RFM (Recency, Frequency, Monetary) modeling and predictive algorithms, to pinpoint the most valuable or vulnerable customers. With these insights, Le Jardin Retrouvé can allocate its marketing budget more strategically and deliver highly personalized campaigns with precise targeting.
Lower Advertising Costs Through Smarter Targeting
As acquisition costs continue to climb, the brand needed to make every advertising dollar count on Meta Ads and TikTok Ads. Kuma addressed this challenge by building highly accurate audiences based on real customer behavior, going far beyond basic demographics or generic interests.
By targeting only the most relevant segments for each campaign, Le Jardin Retrouvé improved its conversion rates while minimizing wasted ad spend. Automatically synced audiences across Google Ads, TikTok Ads, and Meta Ads feed top-tier data, directly from Shopify, into the platforms’ algorithms. This data-driven approach improves return on investment, even in highly competitive bidding environments.
A Concrete Solution to the End of Third-Party Cookies
Stricter cookie regulations are challenging traditional advertising models, especially retargeting. Kuma offers a concrete solution by relying exclusively on first-party data collected with customer consent. Segments built within Kuma are automatically updated and exported to Klaviyo, Meta Ads, or TikTok Ads. Without relying on third-party cookies.
This seamless sync allows the brand to continue delivering personalized messaging to its audiences while safeguarding user privacy. With Kuma, Le Jardin Retrouvé maintains its ability to target effectively and measure real campaign impact. Shopify data becomes a powerful strategic asset, reliable, long-lasting, and fully compliant with today’s privacy standards.
Enhanced Personalization in Customer Engagement Campaigns
Beyond paid media, Kuma elevates the relevance of email and SMS communications. Integrated with Klaviyo, the platform automatically populates dynamic segments that reflect real-time customer behavior. This enables tailored automation flows, including post-purchase follow-ups, loyalty rewards, and personalized offers for high-potential or at-risk customers.
By adapting each message to the customer’s specific context and history, engagement and retention rates improve significantly. Le Jardin Retrouvé can nurture long-lasting, authentic relationships with its audience while boosting the overall performance of its retention marketing efforts.
Results for a Shopify E-commerce Business
The integration of Le Jardin Retrouvé with Kuma led to a significant improvement in both marketing and commercial performance between January and May 2025, compared to the same period the previous year.
4.6x Return on Advertising Spend
Thanks to Kuma’s intelligent audience targeting, Le Jardin Retrouvé was able to significantly refine its advertising strategies. The result: a 4.6x increase in ROAS, driven by reduced wasted spend and a sharp rise in conversion rates.
Drastically Lower Advertising Costs
During the same period, cost per click (CPC) was reduced by a factor of six, and cost per conversion dropped by 50%. These results confirm that smarter targeting and more relevant segmentation via Kuma enabled more efficient and cost-effective advertising.
Significant Growth in Customer Base
The number of customers acquired during this time grew by 61.9%. This growth was achieved despite a deliberate decrease in average order value. A strategy aimed at making products more accessible while still increasing overall revenue by 10.5%.
Higher Retention Rate
Customer retention also improved, with a 21.5% increase. This uplift reflects the effectiveness of reactivation and personalization efforts powered by Kuma and synced through Klaviyo.
Revenue Growth
Revenue increased by 10.5% over the period compared to the previous year, thanks to both higher customer acquisition and stronger retention.
These results clearly demonstrate Kuma’s impact on the brand’s overall performance across acquisition, retention, advertising profitability, and sustainable growth.