We have moved away from one-way, static pop-ups and banners to behavior-based, triggered content. This has led to a significant increase in customer engagement. Specifically, the CVR and CTR of targeted In-app campaigns are, on average, much higher than those of mass push notifications. From a practitioner's perspective, AIQUA UI is highly intuitive and remarkably fast, the time required for campaign setup has been reduced, streamlining the workflow and leading to very high internal satisfaction.
INNISFREE Mall Marketing Team
To maintain its leadership in the competitive Korean beauty market, INNISFREE MALL faced a major challenge - Require continuously revenue momentum in Korean competitive cosmetic and skin care market. Complex legacy tools hindered agility, limiting the team to just 1-2 generic campaigns daily - this also combines with several hurdles:
Legacy Tool Constraints: Complex, older tools hindered agility, limiting the marketing team to only 1–2 generic campaigns daily.
Visibility Gaps: Limited tracking dimensions created bottlenecks in campaign optimization.
INNISFREE migrated to Appier AIQUA to democratize data usage and enable sophisticated, AI-driven automation without heavy technical dependency. The transformation focused on shifting from a manual operator mindset to a strategic one.
Life Stage Based Campaign Design
To drive sustainable growth, INNISFREE shifted from mass marketing to a Life Stage Based Campaign Design. By creating a customer-centric personalized experience, the brand ensures that every touchpoint is relevant to the user's current relationship with the store.The strategy segments the audience into two primary groups to address specific business goals:
By aligning marketing scenarios with the consumer cycle, INNISFREE has successfully minimized user disruptions while enhancing both the customer experience and revenue across every phase of the lifecycle.
AIQUA streamlines INNISFREE’s workflow by enabling automated, behavior-based triggers across the entire customer lifecycle. Marketers can easily set dynamic targeting rules based on real-time User Actions like cart entry or app launches , Relative Dates such as birthdays or coupon expirations , and User Location . Furthermore, Feed Change triggers allow for automated notifications when specific product prices drop . This no-code approach democratizes data usage, allowing the team to launch sophisticated, personalized campaigns without technical dependency
Converting high-volume anonymous traffic into registered members is a persistent challenge for beauty brands. INNISFREE addressed this by deploying AIQUA Trigger Campaigns that engage first-time app visitors at the moment of highest intent.Specifically, the system triggers an automated sign-up invite and a "new member coupon pack" exactly 10 minutes after app launch .
This timely intervention resulted in a remarkable 32.85% conversion rate and over 5.6M KRW in conversion value, proving that personalized, behavior-based incentives are key to accelerating member acquisition.
2. Deep Dive: Rescuing Abandoned Carts with Behavioral Precision
INNISFREE successfully tackled cart abandonment by reclaiming lost purchase momentum.
By leveraging AIQUA, the brand delivered automated, optimal incentives precisely 3 seconds after a user entered the cart page. A standout strategy involved aligning offers with nighttime skincare routines, triggering exclusive discounts between 7 PM and 12 AM.
This contextual relevance yielded explosive results during October 2025: a cumulative conversion value of 69M+ KRW and a remarkable 65.43% average conversion rate.
3. Deep Dive: Scaling Success with Festival-Specific Journeys
Previously, rigid festival campaigns often missed the mark on buyer intent. INNISFREE solved this by utilizing AIQUA’s custom triggers to create a high-conversion two-step journey:
1. Maximizing Peak Season Revenue via A/B Testing
To prevent missed conversion opportunities during high-traffic seasons, INNISFREE utilized AIQUA to A/B test incentives for first-time buyers. Triggered 10 seconds after app launch, the test compared a 5,000 KRW coupon (Group A) against a 1,000 KRW new product trial (Group B).
Group B emerged as the winner, achieving a superior 32.79% conversion rate. Overall, this strategy delivered a +37.3% lift in average conversion value and a +48.6% lift in CTR, ensuring maximum revenue potential during Black Friday.
2. Identifying Growth Drivers through Real-Time Attribution
To prevent resource misallocation caused by unclear product attribution, INNISFREE utilized AIQUA’s custom real-time attribution to link marketing efforts directly to sales performance.
By launching targeted push campaigns for specific product packages—such as Green Tea and Vitamin C sets—the brand successfully identified its true purchase momentum.
Cumulative results from four key campaigns showcased a conversion value of 9.4M+ KRW and an average 3.09% conversion rate. This granular data-driven approach empowered INNISFREE to pinpoint high-potential growth drivers with absolute clarity .
Limited tracking visibility often creates optimization bottlenecks . To overcome this, INNISFREE utilized AIQUA Analytics Studio, which offers multi-dimensional filters and visual charts for a transparent overview of marketing performance. Marketers can now analyze individual campaign metrics—such as CTR and conversion value—alongside aggregate data across all channels.
AIQUA empowered INNISFREE to achieve rapid scaling success by automating complex marketing workflows. Between September and November, monthly campaign volume surged from just 4 to 80 launches.
This 20-fold increase in output directly fueled exponential financial performance, with ROI climbing from 16x to a staggering 122x in only three months. This trajectory demonstrates how streamlining campaign setups allows teams to focus on high-impact optimization, successfully converting operational efficiency into significant revenue growth.
INNISFREE leverages AIQUA to replicate the high-touch in-store experience across the digital journey.
By transitioning to behavior-based content, the brand delivers personalized service precisely when needed—from welcome coupons 10 minutes after app launch to exclusive nighttime checkout discounts.
This "right timing" strategy replaces irrelevant mass notifications with helpful utilities like repurchase reminders tailored to consumer cycles . Consequently, shoppers enjoy a friction-free experience that fosters brand loyalty and contributes to a staggering 64.4x average ROI.
AIQUA sparked a dual transformation at INNISFREE.
Internally, an "Operational Renaissance" shifted marketers from operators to strategists via 80% faster campaign setups and data democratization without IT dependency. This shared data unified EC, Sales, and CRM teams to align inventory with retention. Externally, the "Customer Experience Elevation" replaced mass pushes with smart triggers, evolving the brand into a helpful digital beauty utility .
INNISFREE’s success centers on three pillars: Efficiency, Growth, and Revenue.
By streamlining campaign setups from 4 to over 500 launches, the brand maximized operational efficiency through no-code automation . Real-time personalization and behavior-based reminders aligned marketing with consumption cycles, achieving an average 25.5% conversion rate and 20.5% click-through rate .
This strategic shift replicated personalized in-store experiences online, ultimately empowering rapid growth that resulted in a staggering 64.4x ROI and 770 Million KRW in total conversion value .
INNISFREE is advancing toward a future of non-intrusive, natural consumption through Advance Personalized Automation .
Seamless Discovery for friction-free browsing, Personalized Recommendations delivered via sophisticated AI, and an Adaptive Experience where site behavior evolves in real-time based on actual user performance.
By leveraging AIQUA as a dedicated AI Marketing Agent, INNISFREE plans to deploy 28 full-funnel recommendation scenarios and 25 omnichannel lifecycle maps. This "Agentic" approach ensures a unified user view, allowing the brand to scale 24/7 personalization while evolving seamlessly with every data point.