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Tango.ad
Wormelen Group is one of the leading toy retail and distribution groups in the Czech Republic. The group combines wholesale, retail, and e-commerce operations and includes well-known brands such as Bambule, a nationwide toy retailer with both physical stores and a strong online presence. In addition to retail, the group operates major toy distributors supplying products across the Czech and Slovak markets and works with more than 100 global toy brands. This combination of distribution, retail stores, and e-commerce makes Wormelen Group a major player in the regional toy market.
7,000+ new email contacts in one month through an innovative contact-capture strategy
7,228 new email contacts in 29 days
Rapid growth of the CRM base, proving scalability of the approach.
Proven scalability
The test confirmed the ability to rapidly grow the CRM database with high-intent customers at scale.
Data-driven optimization & A/B testing
Testing found ~3% better results if discounts were communicated in absolute currency.
“The results exceeded our expectations. In a very short time we significantly expanded our email database and started converting many of those contacts into real customers. It proved that this approach can be a very effective driver of long-term customer acquisition.”
— Jana Krčková
Marketing Director, Wormelen Group a.s.
Initial situation and challenges
Before the experiment, the team wanted to improve how they capture new customer contacts and convert website visitors into buyers. Traditional newsletter sign-ups typically provide limited motivation for users to share their email addresses. At the same time, the e-shop wanted stronger insights into visitor behaviour and better opportunities for follow-up marketing campaigns.
Main challenges:
Low motivation for newsletter sign-ups: standard subscription forms often lack a compelling reason for visitors to share their email.
Lost opportunities from leaving visitors: many users exit the website without completing a purchase or leaving contact details.
Limited CRM growth: without a steady stream of new contacts, it is difficult to scale remarketing and personalization campaigns.
Need for measurable testing: the marketing team required a controlled experiment to clearly evaluate the impact of the new approach.
Solution
The Bambule e-shop implemented an exit-intent scenario using Tango.ad, designed to capture visitor emails at the moment they attempt to leave the website. The popup offers visitors a clear benefit in exchange for their email address. After submitting their email, users immediately receive a unique discount code together with a countdown timer, which creates urgency and encourages them to complete their purchase.
The system uses AI to detect user behaviour, understand what visitors are interested in, and predict their intent, allowing it to deliver the most relevant message at the right moment.
The scenario was implemented with controlled experimentation so the team could evaluate real impact and continuously optimize performance.
Key elements of the solution:
Exit-intent popup: displayed when visitors attempt to leave the website.
Email exchange for a benefit: users receive a discount on their first purchase after submitting their email.
Unique coupon generation: every new contact receives a personalized code.
Countdown timer: the time-limited offer creates urgency and encourages immediate action.
A/B testing of messaging: comparison between percentage discounts and discounts expressed in currency.
Controlled experiment setup: results measured against a control group to validate impact.
Measurable benefits
The experiment demonstrated that a well-designed exit-intent scenario can rapidly grow a high-quality CRM database. Within a short period, the team was able to capture thousands of new contacts who showed strong purchase intent. The results also provided valuable insights for future campaign optimization and customer acquisition strategies.
Most importantly, the newly acquired contacts represent significant long-term commercial value. When multiplied by the company’s typical customer lifetime value, this newly created audience represents substantial future revenue potential through repeat purchases, remarketing, and personalized campaigns.
Benefits in practice:
7,228 new email contacts captured during a 29-day test period.
High-intent audience of newly acquired contacts ready for future marketing campaigns.
Repeat purchases already observed among newly acquired customers, indicating strong retention potential.
~3% higher contact acquisition when discounts were communicated in absolute currency instead of percentages.
Projected growth potential of more than 30,000 contacts within two months when scaling the approach.
“The biggest advantage is the immediate value exchange with the customer. Visitors receive a clear benefit right away, and we gain a high-quality contact that we can work with over the long term.”
Jana Krčková
Marketing Director, Wormelen Group a.s.
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