Dungarees.net

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Challenge

Dungarees is a widely-trusted retailer for work clothing, including brands such as Wolverine Boots, Filson Luggage & Bags and one of the largest inventories of Carhartt apparel anywhere online. They operate two physical stores, as well as an e-commerce site at Dungarees.net.

Like all Internet retailers, Dungarees often experienced lost revenue from abandoned carts, when customers load items into their virtual carts but fail to complete the checkout process to purchase their goods. Dungarees searched for a solution that would enable them to customize a compelling response for each of these customers to entice them back to the site to complete their purchases. Dungarees wanted to take those potential customers and turn them into satisfied customers.

Solution

To solve this common e-commerce issue, an integrated solution was developed between Bronto, Dungarees’ marketing platform and iGoDigital’s personalized product recommendations engine. Together, they created an elegant solution where customers who had abandoned their shopping carts would receive a customized email triggered by iGoDigital and managed and delivered via Bronto. iGoDigital injected this email with the product abandoned in the shopper’s cart, as well as other recommended products, selected based on each customer’s unique profile, purchase history and click-stream behavior.

Unlike other triggered email solutions, the integration between Bronto and iGoDigital made use of richer customer data and dynamic one-to-one segmentation. The solution sought to capitalize on both timeliness and relevancy for each recipient.

The integration was seamless – iGoDigital was able to easily populate templates in Bronto with custom data points and trigger Bronto to send emails without any effort on the part of Dungarees. According to Brian Rowe, iGoDigital’s Vice President of Client Services, the Bronto API integration is one of the easiest to work with among their partners.

Outcome

The emails have been highly successful by all key measures – open rates, revenue and conversion rates (the percentage of visitors who visit the site and ultimately make a purchase). In collaboration with Bronto and iGoDigital, Dungarees was able to employ best practices that improved key measures: By using the name of product abandoned in the subject line, Dungarees has seen an open rate of 56 percent on their abandoned cart emails, far surpassing the typical e-commerce open rate of around 15 percent. Bronto’s email deliverability performance, with a rate that hovers near 99 percent, undoubtedly contributes to Dungarees’ ability to reach their shoppers with these emails.

Additionally, Dungarees compared conversion rates on their site to conversion rates through the abandoned cart emails. The conversion rate on the Dungarees website is 5 percent whereas emails triggered by abandoned carts garnered an 18.4 percent conversion rate. In terms of revenue, the iGoDigital/Bronto abandoned cart messages have generated 490 percent more revenue per session than other site traffic sources.

“The combined power of the Bronto Marketing Platform and the iGoDigital personalized product recommendations has provided a big boost to Dungarees’ revenue,” says Darren Baldwin, Dungarees E-Commerce Manager. “Even better is the fact that once set up, the customized abandoned cart emails require no effort on our part to execute.”

Next Steps

Following the success of their abandoned cart emails, Dungarees, together with iGoDigital and Bronto, are looking ahead to the next steps in optimizing their online marketing efforts. They are considering a number of strategies including:

• Send-time optimization, a Bronto feature allowing marketers to automatically calculate the best time to send an email to each recipient based on their past behavior. Messages are automatically distributed at the optimal time without requiring the creation of multiple segments or scheduled mailings.
• A/B testing, which helps marketers to improve response rates by sending multiple variations of an email to a partial list, comparing the results and sending the best-performing version to the entire list.
• Automated remailing, which involves sending a slightly modified email to recipients who didn’t take the desired action 2 to 3 days after an initial email is sent.
• Dynamic segmentation, which would automatically create groups of recipients for marketing messages based on each subscriber’s unique profile, purchase history and click-stream behavior.

Dungarees is hoping to garner similar results from some of these new strategies and continue to propel their email marketing forward.

About Bronto

Bronto Software provides the leading marketing platform for retailers and other commerce-focused companies to drive revenue through email, mobile and social campaigns. Over 1000 organizations including Party City, Armani Exchange, Timex, Samsonite, and Trek Bikes rely on Bronto to increase revenue through interactive marketing. The company won the Stevie Award for Best Customer Service in 2009 and in 2010 and was named a CODiE Award Finalist for Best Marketing Solution in 2011. For more information, visit bronto.com or call 888-BRONTO-1.

About iGoDigital

iGoDigital is the leading provider of personalization and product recommendation tools that guide smarter retail. Powered by a customer intelligence engine, iGoDigital delivers accurate, predictive and actionable real-time product recommendation tools that guide a retailer’s shoppers through a personalized multi-channel shopping experience. Named to the Inc. 500 list of America’s fastest-growing companies in 2008 and 2011, iGoDigital currently serves 7 of the 10 top online retailers and many of the world’s most successful and respected retail brands, including Best Buy, Staples, Wal-Mart, P&G, Lids and Scholastic. iGoDigital is headquartered in Indianapolis, IN. For more information, visit www.igodigital.com