A major DIY retailer approached Profusion to revitalise an existing abandon basket and browse campaign.
The objectives were:
- Increase ROI
- Boost click rate and open rates
- Increase conversions
We created a highly personalised campaign underpinned by the philosophy that customers should only receive email which contain information relevant to them at a time when they need it.
Several different data science techniques were used to predict what consumers were likely to purchase next based on their demographics, previous purchases, browse history and time and location data. These items were then recommended to customers along with items customers had left in their baskets.
The campaign was programmed to send customers a maximum of one email a day – ensuring customer satisfaction and engagement remained high.
The campaign is now a key part of the retailer’s strategy, having recorded a 57% open rate, much higher than industry averages. It helped to increase online sales by £200,000, supporting 20% growth in online sales for the retailer.