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Most brands take advantage of seasonal peaks in demand—such as Christmas or Black Friday—to attract new customers. But the real challenge is not just bringing them in, but making them stay.
That was one of the key challenges addressed by Ona Llibres, the agency Trilogi, and the automation platform Connectif in their joint presentation during LogiCommerce Connect 2025.
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Ona Llibres is not your typical bookstore. Founded in 1962, it has become a symbol of Catalan culture. With over 40,000 titles in its online catalog, a 900 m² flagship store in the heart of Barcelona, and more than 500 cultural events a year, Ona defines itself as a cultural home, with a strong brand identity and a clear mission: to promote Catalan literature and culture.
This context demanded a digital strategy aligned with its values—far from purely transactional marketing. That’s where personalized automation came into play.
Alejandro from Connectif began his talk by emphasizing that marketing automation goes far beyond email. With Connectif, Ona Llibres has deployed a multichannel strategy that includes:
All of this is integrated and managed through a single workflow, with full traceability of user behavior—even anonymous users. This allows for personalized experiences from the very first visit.
Pau, project manager at Trilogi, summarized the initial challenges:
Inspired by Trilogi’s experience, a smart pop-up was created without the traditional “X” to close it. Instead, it featured a message like “I don’t want the discount”, forcing users to read before deciding. This small tweak led to an 84% increase in form conversions.
For users who didn’t engage with the pop-up, banners appeared in the most relevant categories, encouraging registration. Clicking the banner would trigger the personalized pop-up again.
When a user showed signs of abandoning the checkout (on desktop) or became inactive (on mobile), a pop-up offered a 5% discount if they registered on the spot. This significantly reduced cart abandonment.
Instead of sending a purely commercial email, Ona chose a welcome message that reinforced its cultural identity. It explained what it means to be part of the Ona community and why shopping there holds value beyond the product.
The recovery flow considered whether the user was already registered, whether they were new, and what was left in the cart. Even alternative product recommendations were sent after a few days if the purchase wasn't completed.
The data speaks for itself:
Additionally, the Christmas campaign outperformed even the Sant Jordi campaign—Catalonia’s most important book-related event—proving that a well-designed strategy can turn high-demand periods into true loyalty-building opportunities.
Núria, eCommerce Manager at Ona, made it clear that they’re not trying to compete on price. Ona focuses on relational value: recommendations, closeness, content curation, brand experience, and an active community.
Discounts are occasional, carefully selected for strategic moments like Christmas, and apply only to specific products. The focus is on maximizing perceived value in exchange for personal data—like an email—rather than sacrificing margin.
Ona Llibres proves that marketing automation doesn’t have to come at the cost of identity. With a strategy built on personalization, smart segmentation, and multichannel experiences, they’ve turned seasonal campaigns into a solid foundation for long-term growth.
