K Car Drives More Successful Customer Journeys and Boosts MAU by 30% With Segmentation

K Car is the number one used car trading platform in Korea and a leading company in Korea’s online used car market. From 3D live views of potential purchases to customizable payment programs, K Car has focused on utilizing technology to create the best shopping experience for its users.

K Car wanted to bring the same experience to its messaging campaigns, but faced some hurdles. The brand wanted to be able to launch highly-targeted promotions aimed at certain segments of their audience, but doing so required collecting and analyzing a range of customer data in real time. In order to accomplish that level of analysis at scale and use it to fuel relevant messaging, K Car needed a more robust customer engagement platform. So they turned to Braze and analytics platform Amplitude, a Braze Alloys technology partner.

K Car Targets Browsing Customers to Drive Conversions

K Car wanted to launch a campaign aimed at users who visited the marketplace without making a purchase, encouraging them to sign up for alert notifications letting them know when the type of car they sought became available. To make that happen, they first used Amplitude to identify customers who were landing on detail pages associated with specific vehicles without making a purchase. With Amplitude and Braze, K Car tracked user interaction within its marketplace—whether it was happening via their app or web presence—and then analyzed them in Amplitude in connection with a number of relevant variable events. That analysis was then fed into Braze to create a segment containing these users. Each audience segment received personalized in-app messages or push notifications encouraging them to register to receive a notification when the car they’re looking for became available.

Results: 8X Increase in Users Moving Through the Customer Journey

By segmenting users who initially failed to convert and dynamically targeting messaging based on analysis of user behavior, K Car was able not only to attract more users, but also to outperform previous efforts to convert those users into paying customers. The campaign drove an 8X increase in users taking the next step in the customer journey. They also saw a 30% rise in Monthly Active Users (MAU) compared to last year, before they adopted Braze.

“With Braze, we could finally do automated target marketing campaigns," said Haneul Lee, Marketing Manager at K Car. "We were able to find out main targets by analyzing customer behavior data and sent personalized messages on Braze according to the customized scenario. As a result, our customer engagement and conversion rate to purchase are higher than ever before.”

Final Thoughts

Creating sophisticated, targeted messaging campaigns requires both a deep and fully-formed understanding of the intended audience and the ability to capitalize on that information in real time. In Amplitude and Braze, K Car found the perfect combination of data analysis and customer engagement, allowing them to put what they learned about customer behavior to use.

For more on how brands can use Braze effectively in concert with more than 50 different technology partners like Amplitude, visit braze.com/alloys.

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