Lifecycle automation drives engagement and revenue for multi-channel retailer Ardington
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Presentation by Laurent Grant, Head of Digital, Ardington Services Ltd
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Lifecycle automation drives engagement and revenue for multi-channel retailer Ardington
- 1. Lifecycle automation optimization drives revenue for multi-channel retailer Ardington
- 2. Agenda • About Ardington • The Challenge • Objectives • What we did • Results • What’s Next
- 3. About Ardington Services Ltd
- 4. The Challenge • Automation basics in place, but not performing as well they could be • Resource constraints • Applying the same methods and approach across all 3 brands was restrictive
- 5. Objectives • Improve customer loyalty • Increase engagement for automated emails • Enhance customer experience – regular communication, build trust, recognise and reward returning customers • Improve conversion rate and revenue
- 6. Ardington Customer Journey Thank you for your order Birthday Welcome Re- engagement Winback Newsletters Abandon basket Acquire Convert Develop Retain Re-activate £ AnniversaryPrice Drop Facebook ads Back in stock VIP Non mailed cross channel
- 7. What we did – segmentation Active Inactive Super inactive Gender (gifting) Based on: • email behaviour • purchase data (frequency/value) Using cross channel data to reactivate customers we have not mailed.
- 8. Female segment Male segment Birthday Program
- 9. What we did – program testing • Reviewed the journey, content & language • Analysed the on & offline customer journey • Adjusted timescales to suit • Instigated a seasonal refresh Tested and refined.
- 10. • Offline customers who do not respond to mailings get a letter containing the above voucher. • This is followed up by an email reiterating the message. Off and online
- 11. Results Culture Vulture Email Traffic Museum Selection Revenue
- 12. +80% Email Revenue Email Revenue +91% +23% +17% Email Revenue Conversion Rate +21% +6% +50% Email Revenue Email Traffic +60% +29%
- 13. What Next? • Welcome programme • Further introduce the brand story to build advocacy • Incentivise to gain the critical first purchase • Post-purchase experience • Follow purchases with relevant content based on department • VIP Programmes • Pia – identify customer segment, programme of exclusive offers • Segment discount and non discount shoppers
Editor's Notes
- Set it & forget it - Lifecycle programs showed potential, but were not performing as well as they could be. Basics in place – but lacking the next stage – refinement. For example, Order Follow-up wasn’t optimised properly. Timings weren’t optimised for audience demographic/customer journey Resource constraints - Small team with responsibility for multiple channels & brands. Existing structure & responsibilities were not making the most of the skills/knowledge in the team. Knowledge/skills base needed development - Needed to expand knowledge of Adestra & working together in a more cohesive way. Analysed performance, common sense approach Existing programs had been – same approach across brands without differentiating for audience, brand, etc. Order follow-up wasn’t optimised properly Timings weren’t optimised for audience demographic/customer journey
- ROI by channels Increase engagement for automated emails (not performing as well as newsletter – but should be much higher engagement) Cost to acquire/less to retain
- Maybe include other retention channels? Like paid social?
- Segmentation already in place – utilised for automation Started to use gender (for newsletters & automation – e.g. alternative creative for birthday program) Image: show birthday program gender variants?
- Reviewed journey, content & language based on understanding of customer personas Analysed the on and offline customer journey – ensured these were integrated Adjusted timescales to suit – worked with Zoom (fulfilment company) to make sure email timings were optimal Instigated a regular refreshing of content and language based on season Give some examples of tests & insights. Do we have any visuals to support this? E.g. customer personas (what were these?), customer journey (what does this look like?) Examples of changes to content/language
- Make this more visual e.g. logos, graph Results online only Lauren to discuss relationship between catalogue, email & website. Demographic still likes to order via phone. MS – only 30% of transactions take place on site, 70% attributed to catalogue CVD - Pia -70% online £2k per campaign. Email has driven £213k Aug – Dec (GA). Attribution: GA is last click. Educating business on halo effect. MF conversion tracking.
- Clothing, home, jewellery, gifting – DRA build out product categories & use to stream post-purchase program, recommendations