Sweeps Europe with an Offer Students Can’t Refuse
Back Market is a Paris-based, global company that sells refurbished electronics and is committed to reducing e-waste—a mission that resonates with Gen Z. To engage them, Back Market launched a student discount through Student Beans, then realized that in order to continue marketing to the students, it needed customer data that Student Beans couldn't share.
In 2020, Back Market partnered with SheerID for student verification, relaunching the program with an omnichannel campaign that included a dedicated landing page and promotions centered around special occasions, like graduation. The new program saw a 4x increase in year-over-year student verifications, verified 300k students in one year, and gave Back Market zero-party data it could use to nurture their loyalty.
The Offer
Back Market Success
Back Market provides high-quality, refurbished electronics and helps reduce e-waste—a mission that resonates with Gen Z. The company initially tried to engage this group with a special discount through Student Beans, but soon realized the program wouldn’t give Back Market the data it needed to nurture true loyalty. Back Market switched to SheerID and launched a comprehensive, omnichannel campaign to college students in the US. In the first year, the new program verified 300k students and increased student verifications 4x year-over-year. In 2021, the offer boosted back-to-school orders 5x, and because Back Market can use the data they gather for re-engagement campaigns, student Customer Lifetime Value (CLV) is 30% higher compared to its global average.
Back Market's Reboot Delivers Results
SheerID provided instant and secure verification—an experience that would attract students and give us valuable data.
Justine Brion | Senior CRM Program Manager
The Product
The Social Story
Pro Tips
Social media influencer campaigns that have quirky messaging and fun personalities are a great way to capture the attention of Gen Z.
Back Market Social Media Success
When you digitally verify customers for your offer, make sure you own the data they provide and use it to re-engage them.
CONSUMER COMMUNITY
Students
OFFER TYPE
5% off everything
USE CASE
EMEA | Zero-Party Data