Boden’s Target Emails Deliver a Seamless Experience
Like all online retailers, Boden cares deeply about the performance of its website. Unfortunately, consistent with average cart abandonment rates across online retail, its company data showed that 70 percent of shoppers who put merchandise in their bodenusa.com shopping carts abandoned those carts without making a purchase. Moreover, Boden’s existing triggered email program was not identifying enough of these cart abandoners to enable follow-up. The result? Millions of dollars of lost revenue each year.
To capture this lost revenue and keep shoppers engaged, Boden sought to better convert abandoned carts into sales and further utilize the Merkury Consumer Insights & Interaction Hub™ to acquire, retain, and reactivate customers with real-time personalized offers.
Merkury identified 40 percent more visitors, as well as their interests and shopping patterns. This enabled a comprehensive triggered email program that delivers bottom-line results and a seamless experience, whether customers are shopping online or via Boden’s highly rated catalog.
That seamless customer experience includes hyper segmented selling through highly personalized product recommendations and offers. In the past, if a customer bought a dress, she was automatically recommended more dresses. Now, depending on what we know about her and her shopping habits, she might be recommended more dresses—or other items such as blouses, shoes or a bag that go along with the dress.
What’s more, thanks to the Merkury technology, Boden can leverage when its customers are visiting other websites that are part of Merkury's extensive network—everything from other apparel retailers to jewelers, airlines and hotels—and can choose to send these customers an email when they are in a shopping “frame of mind” and thus more receptive to hearing from Boden.
lift in abandon cart program
of overall email program revenue attributed to triggered emails, up from 13%
Keys to success
- Converting abandoned carts into sales and further utilizing the Merkury Consumer Insights & Interaction Hub™ to acquire, retain and reactivate customers with real-time personalized offers.
- Sending targeted emails to catalog recipients who hadn’t yet made a purchase.