2.2x more clicks with sport-specific advice
See how Chullanka doubled engagement across its customer base by targeting by sport instead of sending the same message to everyone, without changing a word of its campaign content.
About
About Chullanka
Since 2007, Chullanka has been equipping and advising adventurers, from trekking to climbing, the way only enthusiasts can. A customer preparing a trek gets advice from someone who has done one: that expert relationship is what had to carry over online, without being watered down.- 9 stores run by enthusiasts (Antibes, Bordeaux, Toulouse, etc.)
- ~€31.4M in revenue in 2024
- 92% of revenue generated in stores (8% online)
The challenge
The online relationship didn't yet reflect the expertise
In stores, Chullanka's advice has been trusted since 2007. Online, that same expertise was still looking for a way to scale: emails were the same for everyone, far from the advice customers get in store. Mailchimp for transactional emails, Mailjet for campaigns, CartsGuru for abandoned carts: three valuable tools, but connected by manual exports, with no single customer view to make them work together. Most of the business, the in-store part, was therefore out of digital's reach. A major challenge in an outdoor market where personalization often makes the difference.
The solution: a CDP as the unifying foundation
The goal wasn't to send more, but to bring together everything Chullanka knows about its customers, in store and online, so that every message extends the salesperson's advice rather than a mass promotion.
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The journey after a purchase at Chullanka
Every purchase, in store or online, triggers a journey designed to support customers, not just to sell.
Purchase
In store or online
Welcome & tips
Product usage email
Sport-based cross-sell
Accessories, maintenance
Customer reviews
Feedback from Trustpilot, Google My Business
Loyalty
Points, status, Wallet, birthdayThe right email at the right time
Unified data powers emails built sport by sport: useful advice rather than a mass promotion. Example: a cross-sell email tailored to the previous purchase (setup tutorial, usage tips, targeted add-on offer).
Loyalty that rewards passion
A gamified program, extended by a loyalty card in the mobile Wallet.- Statuses to climb: Mountaineer, Scout, Explorer, Adventurer, Ambassador. A “1 euro = 1 km” mechanic: every purchase moves customers forward.
- Concrete perks: Birthday and status-upgrade vouchers, seasonal offers, member-only benefits.
- The card in the Wallet: A digital card, scannable in store and updated in real time, personalized by favorite store, with a push reminder before each event.
- +42% average basket for loyalty program members, compared with non-members.
From digital back to the store
Chullanka's most loyal customers are its in-store customers. Digital data is used to bring them back: SMS localized to their favorite store, Wallet notifications, post-purchase follow-ups.
Results
- 2.2x
click-to-open rate
From 4.9% to 10.8% compared with the previous tool - 98.8%
deliverability
That's +5.1 points compared with the previous tool - +42%
average basket for loyalty program members vs. non-members.
By targeting by sport instead of sending to everyone, Chullanka doubled engagement without hurting email delivery.
3 key takeaways
Summary
Data isn't a promo. It's advice.
A tent buyer gets bivouac tips, not a mass offer.
Personalization makes the relationship human again
A digital relationship that finally feels like the store: useful, expert, personalized, and at scale. 
Digital brings customers back to the store
The most loyal customers are still in-store customers: data is there to bring them back, not pull them away.Discover other success stories with Brevo
