How Papier used a unique customer journey to create high value loyal, wedding customers

Founded in 2015, Papier started as a personalised greeting card and stationery brand. In five years, Papier has expanded its range to encompass even more personalised products, like diaries, photo books and all the stationery you need for a wedding; positioning itself as both a brand for the everyday and special occasions. 

The challenge

Papier wanted to maximise the value of each customer that shopped with them for wedding stationery. While weddings are a one-off occasion, there is an ongoing journey where stationery is concerned, (save the dates, invitations, on the day and thank yous), so the brand wanted to ensure it was there for every stage of the customer’s wedding journey.

Papier wanted to create multiple touchpoints with the customer, highlighting the versatility of its products as well as their quality – all without overwhelming someone who is organising one of the most stressful occasions of their life.

The brand needed a platform that enabled them to tailor these messages to suit the lifecycle stage of the shopper and wanted insight into how the customers were behaving in order to inform future messaging.

This is where Ometria came in. 

The solution

With a focus on creating a seamless experience, Papier designed a flow that guides customers through all their needs for, and after, the big day. This customer journey also included cross-channel marketing, encouraging the bride and grooms-to-be to choose Papier at every stage of their wedding journey.

The targeted customer journey

Each step guides the customer to the next, in a way that feels both relevant and personal. Papier makes sure that the customers’ stationery choices are mirrored throughout the journey and personalisation options are clearly presented to them so they know what they’ll need for their wedding day.

The emails are supported by targeted ads on Facebook and Instagram, to ensure consistent and aligned messaging for the customer at each stage of their journey.

At each step of the flow, the shopper is also educated about Papier’s sample offering, which is available on most of their wedding products. The customer’s first sample is free, as Papier wants to ensure people have confidence in the physical product, which can be difficult when buying wedding stationery online.

• Before The Big Day

Papier begins the journey with Save The Dates. Customers who browsed these items are then invited to order a free sample in their desired style before making a purchase. Papier offers customers the chance to get a personalised or unpersonalised sample of their design to get a feel for the paper quality, texture and how the formatting looks in real life. If no purchase is made, shoppers are sent an email reminding them of their chosen design with a link to complete their order.

• For The Big Day 

Invitations are arguably the most important piece of correspondence that is sent out around a wedding day – it sets the tone for the day and often reflects the couple’s style. Once a customer has purchased their Save The Dates, they will receive an incentive to encourage them to buy the next stage of their wedding journey – the wedding suite.

Papier’s emails also feature a lot of editorial content including inspiration and tips for the customer, such as ‘How To Word Your Invitations’ and ideas for how to set your wedding table. This helps reassure customers that Papier has the expertise to guide them through their wedding journey and sells all the products that they may need for the big day, from menus to table plans.

• Happily Ever After

The final stage of the wedding customer flow is the ‘post wedding’ email, which highlights thank you cards, photo books and photo frames. These products enable customers to round off their big day with keepsake items that they’ll cherish for years to come and hopefully continue to spend with the brand as future life occasions, like baby showers and anniversaries, come around.