Not On The High Street

Smart Segmentation Heats up Holiday Sales

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The Goal

  • Personalize messages near major holidays.
  • Segment to reward loyal customers with excellent offers.
  • Develop a nimble approach to creating new offers.

The Approach

  • Incorporate past-purchase data.
  • Segment by average customer value.
  • Do all the work in-house with ease.

The Result

  • Highly targeted messages delivery a higher average order value.

“Now, we literally can turn stuff around within the hour’, Antony said. ‘It gives us an extra day in which we can still send emails leading up to an occasion. An extra day in which we can still generate revenue is a great thing for us.”

Antony Lea, Head of CRM, NotOnTheHighStreet.com

Holidays that usually feature gift giving – such as Valentine’s Day, Mother’s Day and Father’s Day – are, not surprisingly, of “massive” importance to a retailer like NOTHS.

In the past, NOTHS had taken a pretty basic approach to those critical occasions.

Antony recalled the retailer’s January sale, before he had gotten up to speed with what he could do with Bronto and its tools.

“It was the same five emails for every customer”, he said.

NOTHS’s recent summer sale was a very different story. They were able to fine-tune the customer journey, thanks to information previously gathered in its welcome series, as well as during the Valentine’s Day, Father’s Day and Mother’s Day sales.

Workflows once again figured prominently, but NOTHS was also able to look at past-purchase data and then segment its customers into different groups, by average customer value. Which group a customer belonged to (low, medium or high ACV) determined which messages they’d receive.

“We found that whenever we did ACV splits, the responsiveness would increase”, Antony said. “The conversion rate was higher, the click rate was higher.”

The usability of the Bronto Marketing Platform also dramatically cut down the amount of time Antony’s team needed to tweak the on-going campaign. Before, getting out a message featuring products that could still be sent via two-day express delivery would take days, limiting its usage time.

Now, we literally can turn stuff around within the hour’, Antony said. ‘It gives us an extra day in which we can still send emails leading up to an occasion. An extra day in which we can still generate revenue is a great thing for us.

NOTHS’s highly targeted, nimble approach resulted in a 130% increase in summer sale revenue, year-over-year. They also registered a conversion rate of 4.51% – easily outdistancing the target rate of 3.5%.

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