Case studies

Monetise your customer base by offering personalised and innovative insurance

Our partner

Rakuten is a marketplace belonging to the Japanese group Rakuten since 2000. It allows large retailers and small businesses to market their products to a community of buyers while benefiting from technological tools and innovative services to develop their business. A pioneer in the circular economy, the platform currently has 12 million members in its loyalty programme: “Club R”

The context

Faced with a high level of volatility among online buyers, due in particular to the price war, marketplaces such as Rakuten have a major challenge in developing the attractiveness of their platform in order to build buyer and seller loyalty. In this perspective, several levers can be activated to diversify and increase their revenues: loyalty programmes, strategic partnerships, sale of additional products or services, etc.

With a view to monetising its customer base, Rakuten France decided to enrich its insurance product sales system with a more personalised approach to meet customers needs. The idea was to target only customers who had purchased a smartphone and to offer them innovative insurance after their order, thus introducing the right offer at the right time.

The solution provided by Moonshot Insurance

Rakuten France has chosen to offer broken screen insurance from Moonshot Insurance after the purchase of a phone, relying on Moonshot Insurance's ability to contextualise the insurance offer. Indeed, the two players decided to capitalise on the phone purchase confirmation email to give the customer the possibility to insure his new or refurbished phone. The solution set up by Moonshot then allowed the customer to access a personalised subscription process that could be completed in a few clicks: a form pre-filled with customer information, a customised offer based on the characteristics of the phone purchased (brand, value, new or refurbished condition). Rakuten's customers could thus benefit from the most suitable offer for their device, at the best price.

Furthermore, supporting sustainable purchasing behaviour is a fundamental commitment of the Rakuten group, the Moonshot Insurance broken screen product met this requirement. In the event of a broken phone screen detected automatically from a photo, the customer benefits from immediate compensation in order to repair their phone (without shipping or replacement of the device). Instant and rapid, this cover allows customers to use their phone with complete peace of mind and encourages sustainable consumption.

Screenshot from the course developed for the Broken Screen insurance.

The results

Moonshot Insurance was able to adapt to the various challenges faced by Rakuten France by setting up a white-label contextual insurance solution within a few weeks. On average, 12% of Rakuten customers showed an interest in broken screen insurance after purchasing their smartphone.

Moonshot Insurance's expertise in insurance distribution made it possible to implement AB testing within the underwriting process in order to optimise the conversion rate. After working on different drivers such as the promise of the offer, the reassurance elements or the recap at the checkout, the conversion rate was multiplied by three

“ As a trusted third party, customer satisfaction is our top priority. This project is fully in line with our strategy of placing the user at the centre, by simplifying their journey thanks to AI. This offer will tackle an obvious need from our users, concerned about protecting their smartphone. They will thus be able to take out and benefit from a guarantee with instant compensation that is transparent and innovative” comments Alison Boutoille, B2B Marketing & Business Development Director. ”

Alison Boutoille

Directrice Marketing B2B & Business Development