Creating loyal customers: lessons from the pet world
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Presented by Mark Hammond, Chief Operating Officer, PetsPyjamas. Luxury online retailer PetsPyjamas have used automation to create tailored journeys that make their customers feel as special as their pampered pets!
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Creating loyal customers: lessons from the pet world
- 1. #emailsummit PetsPyjamas Creating loyal customers: lessons from the pet world
- 2. Mark Hammond – COO at PetsPyjamas Mark has over 10 years in retail with roles ranging from operations, digital marketing, fulfilment and database development.
- 3. Email Summit 2015 • Marketplace of accessories, toys & treats • Travel agent for dog-friendly travel • Resource for pet-friendly locations & services • Magazine for pet lifestyle & advice • Social Petwork About PetsPyjamas
- 4. Email Summit 2015 Lessons from the pet world Pets not people Although many treated as people Breed owners, not dog owners Very engaged Incredibly vocal
- 6. Email Summit 2015 Objectives 1. Deliver a personalised experience 2. Educate on our different verticals 3. Brand loyalty/relationship 4. Capture data on customers’ pets
- 8. Email Summit 2015 Competition Entry Welcome Program
- 9. Email Summit 2015 Welcome Program Part 1
- 10. Email Summit 2015 Welcome Program Part 2
- 11. Email Summit 2015 Results • 60% open rate • 29% click to opens • Revenue per email up 1000% (from 1p to 10p)
- 12. Email Summit 2015 Sources • Poor partners • Highest spenders • Competition performance varies Customers • PetPoints popular • Interested in other verticals • Need extra encouragement to share their data Insights
- 14. Email Summit 2015 What did we do? • Curate products to breeds • Group travel properties into breed types • Build customer segments around breed ownership
- 17. Email Summit 2015 Results • Open rate: 33% • Click to open: 45% • Most engaged breed: Staffordshire Bull Terriers • Top spending breed: Pug
- 18. Email Summit 2015 What next? RFM: • Top Dogs • Loyal Labradors • Sleepy Dogs • Paltry Pooches Expanded breed program: • Dynamic product insertion • Breed-specific banners • Coverage of all breeds
- 19. Email Summit 2015 Not all dogs!
- 20. Email Summit 2015 • Offer something useful for data • Automate what you can • Segment where possible • Stand out with what you do Conclusion
- 21. #aes15 Q&A
- 22. Thank you #aes15 For more information please contact us: +44 (0)1865 24 24 24 or email moreinfo@adestra.com
Editor's Notes
- 10 years in retail Started in publishing from distribution from market to price comparison Started at Pet pjs.
- 5 key pillars
- 3 years in pet world this is what I’ve learnt..
- Already had a welcome program – but not personalised, wanted to tailored their experience depending on where they came from
- Already had a welcome program. It was performing ok – but not personalised, wanted to tailored their experience depending on where they came from
- Mechanism we use to collect data from customers Multiple steps Encourage people to complete by earning points Points you can redeem for gifts Type of pet, breed, name and DOB
- Here you can see the program in its entirety – I will talk you through what’s happening at each stage Tailored welcome programs: Specific to the source of the email Multi-step introduction to the brand Awareness of travel, product and services Encourage giving up of more data Excluded from marketing emails for the duration
- Previous program - 42% open rate 19% click to open
- Partner insights – one partner unsubscribed 7% What partner data is performing best Engagement with travel email Best performing content/messaging Control
- Website personalisation For 25% of customer database we know what breed their pet is We imported that data into Adestra and can now use it to send breed-specific emails
- Compared to average OR and CTOR this is much higher Impact on conversion rate
- Exclusive treat for Top Dogs Sleepy dogs – re-activation Paltry dogs– AOV < £25, so give them what they want Proved on top 10 breeds that it’s the right thing We now need to look at how we automate the content efficiently to enable us to roll out across all our 300 breeds