INNISFREE

In addition, INNISFREE also leveraged multi-dimensional analytics, including behavior comparisons of new and old visitors to optimize the purchase journey and product order. The brand also analyzed the traffic performance of home page banners and offers to track the conversion performance of hero visuals and products, ensuring that promotion journeys can successfully drive conversions.

Client Testimonial

Manual analysis and siloed data were major hurdles until we adopted Appier’s integrated AIRIS and AIQUA platform. AIRIS unified our data ecosystem, while AIQUA boosted efficiency through personalization and autonomous management. Combined with their expert strategic guidance, Appier helped us transform member maintenance, achieve yearly CVR growth, and successfully turn insights into revenue.

INNISFREE TW

Four Keys to INNISFREE’s Success

Appier helped INNISFREE break through silos and integrate customer data from different channels. This enabled the brand to build unified customer profiles for personalization. Empowered by AIQUA, the marketing team was able to broadcast in-web events and discounts without IT support, significantly increasing the team’s efficiency. Appier’s Customer Success and Strategy Teams also provided expert advice and in-depth support to help the brand align their business goals. Most importantly, INNISFREE successfully created a data-driven decision process, which will enable further marketing optimizations and help strengthen its customer relations.

INNISFREE’s Goals and Challenges

INNISFREE’s three main goals were to achieve instant OMO data and insights; build personalized shopping experience at scale; and continuously grow customer LTV.

However, The team struggled with siloed data across platforms, preventing unified customer profiling. Furthermore, heavy reliance on IT for website updates stalled market agility, while the lack of a centralized dashboard left them blind to the performance insights needed for optimization

Appier’s Three Data-Driven Strategies

To help INNISFREE overcome its challenges, Appier developed three key strategies:

1. Leveraging AIRIS × AIQUA to integrate online/offline member and behavior data, thus creating actionable, unified customer profiles to accelerate strategy planning and marketing automation deployment.
2. Leveraging AIRIS’s AI-powered segmentation and automated broadcast to empower precise, real-time personalization with AIQUA, leading to higher conversion efficiency.
3. Leveraging AIRIS’s multi-dimensional tracking and performance analysis dashboard to help the brand continuously optimize revenue and customer LTV, creating a healthy, data-driven growth cycle.

A New Data Engine for the Age of AI

In the past, INNISFREE used CDP, MA, and chatbot tools from different providers, resulting in fragmented data, integration difficulties, and inefficient operations.
Since adopting Appier’s AIRIS (CDP), AIQUA (MA), and BotBonnie (chatbot), the brand has succeeded in integrating its data sources and achieved real-time synchronization, unified customer views, and built a shared data framework. Built for the age of AI, this data sharing system enabled the unification of customer profiles across channels, empowering the brand to achieve personalized marketing and automated operations.

Build an Efficient Data Engine for In-Depth Customer Journey and Value Analysis  

INNISFREE leveraged AIRIS and AIQUA to dig deep into website visitors’ behavior, membership registration, and account linking pathways, as well as to understand contribution differences between membership tiers. By identifying key conversion nodes from in-web engagement and potential-based segmentation, the brand was able to optimize its registration incentives and journey design. The brand also identified high-value segments to boost retention and LTV, enhancing its data-driven decision-making capabilities.

1. Visitor Journey Analysis

INNISFREE’s data strategy leveraged two dashboards for in-depth tracking:

• “Monthly new visitor site-level shopping flow”: The dashboard enabled precise analysis of conversion rates and churn points across the browsing, add-to-cart, and checkout stages. It was mainly applied to analyze breakpoints for first-time purchases and identify the best conversion page, in order to optimize the full shopping journey.
• “Home page pop-up performance”: Used to analyze performance of visuals, conversion rates, and final purchase conversion efficacy. This data was used to identify design elements that could disrupt the user experience, to improve layout adjustments.
  
  

For member registration and tracking, AIRIS enabled marketers to capture behaviors from multiple dimensions.
First, it tracked sources in the “visit website” phase to optimize traffic, then analyzed churn points in the “new registration” phase to boost conversions. The system also tracked “first-time purchase” preferences and “member repurchase” cycles to enable churn warnings. Finally, it integrated “VIP high-value member” data to comprehensively enhance brand loyalty.

 For performance attribution, the system analyzed key nodes for visitor-to-member conversions and optimized purchase incentives. This helped achieve 21.7% registration uplift and 23% purchase conversion uplift in 2025. This strategy focused on discovering member sources and activity patterns to achieve traffic-to-loyal customer conversions. It also enabled cross-channel integration and comprehensive life cycle management.

3. Cross-tier member value analysis

INNISFREE tailored strategies by segmenting members via Tier, RFM, and Channel. By integrating behavioral data, they built a real-time loyalty model to track value and churn risk. This allowed them to discover high-potential customers while optimizing member maintenance.

1. Precise high value audience definition: Plan exclusive events based on audience profiles to boost conversion and loyalty.
2. Active member maintenance: Recommend high value product combinations to high potential OMO customers.
3. Churned customers recall: Leverage real-time tagging and RFM tracking to recall VIP members at churn points.

AI Empowered Full-Cycle Marketing: Precise Segmentation and Automated Conversion Map

INNISFREE leveraged AIQUA to optimize the full visitor-to-loyalist lifecycle. By deploying personalized cross-selling and targeted broadcasts, the brand successfully boosted activity and revenue per customer.
The strategy covered the full life cycle from visitor to loyal member:

1. New conversion acquisition and conversion: Accelerate first purchase conversion with registration invites, first purchase reminders, and abandoned cart triggers.
2. Member maintenance and retention: Offer VIP birthday gifts, membership expiry reminders and personalized broadcasts for existing members to boost repurchase and loyalty.
3. Revenue maximization: Leverage cross-product AI recommendations and consumer behavior analysis to optimize order value and refine customer profiles.
   
   The goal was to achieve a natural and efficient shopping journey with “minimum disruption” and maximize revenue in all phases.

Precise Targeting: Automatic Audience Sync with AIRIS x AIQUA

AIRIS and AIQUA turned customer insights into instant marketing actions via “automatic audience sync” to achieve seamless automated segmentation and communication.
 The process involved three steps:

1. AIRIS audience setting: Defining segmentation criteria based on customer value (e.g. Premium members in birthday month). Eligible customers were automatically segmented into the audience pack.
2. AIQUA automatic audience streaming: Audience lists generated by AIRIS were also synced to AIQUA in real time. Daily automatic updates eliminated the need for manual segmentation.
3. AIQUA broadcasts: The system was able to autonomously schedule personalized messages (e.g. birthday gifts, web push) based on the automated audience lists, increasing efficiency.

From Data Insights to Smart Execution: Customer-Centric Personalization

With AIRIS and AIQUA, INNISFREE succeeded in building a customer-centric marketing automation framework. There were three main applications leveraging cross-platform data sharing:

1. Member loyalty: Included visitor registration, benefits notices, and VIP nurturing.
2. Conversion and revenue maximization: Capturing conversion opportunities with trigger-based real-time broadcasts.
3. Personalized product recommendation: Leveraging 28 AI models to provide precise personalized product recommendations.
   
    By building a data-driven closed-cycle system, the brand not only maximized marketing efficiency, but also achieved maximum revenue in each cycle stage with minimum disruption to customers.

Establish rhythm for maintaining loyalty, from new member registration, engagement and conversion, benefits reminders to birthday gifts, to achieve automated segment management and boost stickiness and LTV. Focus on three key phases of the member life cycle:

• First purchase: Guide new members to complete their first purchase with regular campaigns such as account linking reminders and purchase notifications.
• Faster conversion and engagement: Automatically deliver new member coupons or subscription notices with trigger campaigns to enhance stickiness.
• Sustain member activity: Deliver birthday offers and benefits reminders for different membership tiers via in-web campaigns to keep members engaged.
  
  

AIRIS and AIQUA automated dynamic targeting for VIPs and birthday segments, eliminating time lags to drive 23% higher conversions. Notably, in-web birthday reminders alone generated $850k, proving that precise, real-time automation maximizes revenue.

INNISFREE adopted the AI product recommendation model and leveraged NLP, collaborative filtering, and deep learning to achieve precise 1-on-1 recommendations. Combined with product performance tracking via the campaign dashboard, the brand was able to enhance its personalized recommendations and maximize cross-selling opportunities.

To overcome challenges of IT reliance, manual operations and conversion tracking difficulties, INNISFREE adopted Appier’s AI models for product recommendations and automated creative adjustments. The brand utilized features such as cart page push notifications, A/B testing, and Smart Resize to increase recommendation efficiency and drive natural conversions and revenue growth.

INNISFREE achieved outstanding results with Appier’s personalize recommendation models. In the latter half of 2025, the brand achieved over $1.33 million in additional conversion value.

The solution achieved highly precise and efficient marketing automation with three key features:

• • No-code model building: Enabled the brand to quickly deploy an array of models such as “recently viewed”, “mix and match”, and “high conversion products”, and seamlessly integrate them into the browsing journey.
  • Instant preview and data-driven optimization: The platform supported instant previews of recommendations and could also repeatedly run A/B tests on the same page. For instance, testing revealed the “recently viewed” model achieved 34.62% CVR, outperforming other models, allowing the brand to choose the best model for long-term application based on concrete data.
  • 1-on-1 personalized experience: AI built refined recommendation models based on customer behavior, ensuring that each customer receives the most relevant products.

AI Recommendation Model x Creative Design:
Boosting design efficiency by 7x+ to create organic personalized experiences

By combining the AI recommendation models with Creative Studio, the 7-14 day creative process was shortened to 1 day, boosting efficiency by more than 7x.

With over 100 marketing templates, INNISFREE was easily able to simulate its original website design without any coding. This enable personalized recommendations to be organically integrated into the website, making customers more likely to click and convert. The platform supported pop-up, embedded, and full-screen formats, empowering the brand to instantly capture every marketing opportunity.

AI recommendation and analytics:
Empowering INNISFREE to track product conversions and predict future growth

Leveraging the synergy between AI recommendations and analytics*, Appier helped INNISFREE build a holistic growth engine. Unlike traditional marketing automation, which stopped at basic metrics, AIQUA was able to track granular customer behavior and precisely capture audiences’ preference and conversion value for each product SKU.

* Some features of this report are customization-only. For more details, please ask an Appier Growth Expert.

AIQUA’s intuitive data dashboard enabled the brand to monitor key metrics in real time, including CTR, CVR, and conversion value. With analyses of Top 10 popular products, the marketing team was able to optimize their product and customer strategies, as well as predict the next growth opportunity based on historical data. This mechanism combining “automatic segmentation” with “instant data feedback” enabled the brand to achieve immediate and precise decision-making.

INNISFREE Achieved OMO Cross-Channel Attribution Analysis

Appier’s data tracking technology help INNISFREE build a revenue cycle comprised of “tracking, optimization, and re-growth”. By linking omnichannel data, the brand was able to gain a clear view of customer footprints and turn traffic into sustainable growth:

• Social media traffic and sales attribution: Integrating multiple social channels including Google, LINE, Facebook, and Instagram to track the contribution of LINE broadcasts in driving conversions.
• Product sales analysis: Matching online and offline purchase data, including hero product (e.g. Green Tea collection) sales patterns to specific product SKU performance. This identifies customers’ product preferences.
• Purchase cycle analysis: Segment VIPs and OMO users to analyze their repurchase cycles, cross-store purchase pattern and customer value, to enable more precise retargeting strategy planning.
  
  

1. Not just impression and CTR tracking:
   Precise tracking of full ROI conversion path from LINE to checkout
   
   

   Overcoming the limits of traditional impression and CTR tracking to uncover the closed omnichannel data cycle from LINE broadcast to offline checkout. With AIRIS’s analysis dashboard, INNISFREE was able to precisely attribute specific LINE campaigns and even track “offline purchase numbers”. 
   
   The system’s flexible hyperbolic analysis enabled marketers to compare multiple metrics in one graph, for example “checkout customer numbers” and “average buyer age”. This clear and intuitive visualization of revenue and ROI enabled the brand to gain insight into its customer profiles through data and optimize resource distribution, creating a highly efficient revenue growth cycle.

   

2. One-click analysis of product sales and different-value customers:
   Clearer view of sales growth and decline
   
   

   Categorize sales data based on segment value to quickly compare purchase performance, revenue contribution, and repurchase patterns. The one-click analysis feature can rapidly integrate product sales and multi-dimensional data (e.g. age group, membership tier and segment type), making complex sales data more accessible.
   
    Users could set their own metrics, including buyer numbers, number of purchases, net sales and numbers; then track real-time sales growth or decline via intuitive trend charts. For example, AIRIS was able to break down the contributions of different membership tiers (e.g. VIP, Premium) for the Green Tea Sunscreen collection The highly visualized data helped simplify performance tracking and optimization, and also enabled the brand to precisely identify high-value segments, develop more efficient marketing strategies, and achieve continuous revenue growth.

   
   
   
3. Flexible and granular analysis of average purchase numbers and repurchase cycles
   
   Appier created a highly versatile analytics dashboard for INNISFREE, to help the brand optimize its revenue growth cycle by leveraging detailed audience analytics. With flexible and highly customizable analysis settings, the brand could create more refined member maintenance and retargeting strategies:

• • Multidimensional audience selection: Users can filter for any specific audience (e.g. VIP, CRM lists or Meta ad audiences) and set tracking windows of up to 3 years.
  • Flexible categorization: Supports analyses based on OMO type, RFM metrics, purchase value or specific campaign tags.
  • Visualized insights: Intuitive graphs comparing the average purchase numbers and repurchase cycles of online, offline, and OMO cross-channel customers. This helped the brand identify behavior characteristics of different segments to develop more efficient personalized marketing strategies and achieve data-driven sales growth.
    
    

Data-driven transformation: A new era for smart marketing with INNISFREE and Appier

Appier and INNISFREE leveraged AIRIS and AIQUA to build a data sharing framework with AI-automated segmentation and smart prediction technologies, turning fragmented online/offline data into unified, high-value customer views.
 With Appier’s cutting edge AI technologies, the marketing team achieved precise, personalized cross-channel communications, achieving 7x+ efficiency improvement and 23% CVR growth. In just six months, this AI recommendation module also generated over $1.33 million in additional conversion value. This was not just a technological upgrade; it was also the creation of a continuously moving AI revenue growth cycle with repeated data iteration, building a strong foundation for long-term maintenance and future scaling.