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Kitchenware Direct: Recipe for Online Conversion Peter Macaulay, Director, Kitchenware Direct

Kitchenware Direct: Recipe for Online Conversion Peter Macaulay, Director, Kitchenware Direct. Who is Kitchenware Direct?. Australia’s largest pure play online cookware & kitchenware retailer 250,000 satisfied customers 23,000 product reviews 50 staff - based in Bibra Lake, Perth

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Kitchenware Direct: Recipe for Online Conversion Peter Macaulay, Director, Kitchenware Direct

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  1. Kitchenware Direct: • Recipe for Online Conversion • Peter Macaulay, Director, Kitchenware Direct

  2. Who is Kitchenware Direct? Australia’s largest pure play online cookware & kitchenware retailer 250,000 satisfied customers 23,000 product reviews 50 staff - based in Bibra Lake, Perth 120,000+ email subscribers 31,000 Facebook fans

  3. Online Shoppers Perspective * Source Invesp

  4. Marketers Execution of marketers know that personalization increases customer engagement But Only of marketers are actually using personalization 74% 19% * Source Econsultancy

  5. Main Barriers to Website Personalisation • IT roadblocks • Legacy technology • Lack of budget • Inability to translate data into action * Source Econsultancy

  6. Kitchenware Recipe for eCommerce Personalisation Cart Abandonment Emails Personalised Product Recommendations Onsite Personalisation

  7. Ingredient 1 – Onsite Personalisation • Segmenting & Targeting the customer that lands on our site in Real Time

  8. Personalisation Rule 1: Introduce a Geo Targeted Message 5% • NZ customers who saw the message converted at while the control group (NZ customers who did not see the message) converted at 1%

  9. Personalisation Rule 2: Present popup coupon to first time visitors

  10. Personalisation Rule 3: Banner presented only on the 2nd page of the session. Presented only to visitors browsing on a computer (not on a smartphone or a tablet)

  11. Personalisation Rule 4: A coupon offering 5% off to people who have not purchased in the past year but it’s their 3rd visit already

  12. Personalisation Rule 5:A welcome back banner presented to returning visitors who abandoned a cart

  13. Weather Related Promotion

  14. Ingredient 2 – Personalised Product Recommendations • Visitors are presented with the most relevant recommendation type based on their current intent and past browsing /purchase data • Onsite Presonalisation

  15. Product Recommendations on Product Page Tip: Enforce the customer to buy –present a recommendation which shows that others are also buying this product

  16. Cross -Sell Recommendations on Shopping Cart Page • Cross Sell Tip: • On the shopping cart don’t show cheaper alternatives to the product the customer already added to cart

  17. Promoting Products: Even though the recommendations are automatic, we have full control and can override them according to our merchandising strategy

  18. Presentation on Product Page:

  19. Product Recommendations Results: Increase in Average Order Value Total Site Revenue from Recommendations Conversion Rate from Product Recommendations 18% 12% 10% 366% People who Engage with Recommendations Convert at Higher Rate Compared to Site Average Conversion Rate

  20. Ingredient 3 – Convert Abandoned Cart Into Sales Cart Abandonment Emails Multi-stage campaign • Personalised Product Recommendations • Onsite Presonalisation

  21. Convert Abandoned Carts into Sales Multi stage cart abandonment email campaign • First Email • 2nd Email • After 48 hours - Promotional email with promotional coupon • After 2 hours - Support email no promotion

  22. Building our Email Subscriber List • Signup during checkout/footer • Back in stock notifications • Offers on site (via popups etc) • Competitions – promote sharing • Send My Cart Pop-up

  23. Send My Cart Feature: Capturing first time visitors email address before they exit Send My Cart Featured Doubled our Captured Email Volume !

  24. Abandoned Carts Campaign Results • All Emails Open rate 57% • Abandoned Carts Emails Conversion Rate 25% Send my Cart Email Conversion Rate 31% • Conversion rate email 1 - 15% • Conversion rate email 2- 30% • Cart Abandonment Campaigns ROI 842%

  25. Building our Email Subscriber List • Signup during checkout/footer • Back in stock notifications • Offers on site (via popups etc) • Competitions – promote sharing • Send My Cart Pop-up

  26. Product Recommendations • Onsite Personalisation Results you Can Expect? • Abandoned Cart Emails • Increase Sales & Conversion Rate by as Much as 30%

  27. Contact me: Email: peter@kitchenwaredirect.com.au Contact Barilliance: Email: osric@barilliance.com

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