Tafford Customer Story

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Tafford Customer Story

  1. 1. customer story:test and optimize fasterthan ever before a publication from
  2. 2. test and optimize faster than ever before About Tafford There are many places you can buy nursing scrubs, but you can only get Tafford scrubs from Tafford, where design and manufacturing are performed in-house to assure superior quality, originality in design, good prices, and consistency in colors, sizing, and styling. The Tafford brand dates back to 1986 and the company was built on the premise that nursing uniforms and scrubs could incorporate the style, comfort, and individuality of sportswear yet still function in a professional, fastpaced work environment. In addition to mail order shopping, Tafford offers the convenience of an online store at www.Tafford.com where the company’s pioneering use of cutting-edge digital marketing supports its traditional values of style, quality, customer service, and value. www.Tafford.com a monetate customer story | 2
  3. 3. test and optimize faster than ever before We love the amount of site control Monetate gives us. The level of flexibility Monetate delivers with just one tag to install, just one time, that’s huge. - David Kaplan, Vice President of Marketing, Tafford Uniforms a monetate customer story | 3
  4. 4. test and optimize faster than ever before We sat down with David Kaplan of Tafford to talk about how this leading uniform retailer uses Monetate. How Does Tafford Use Monetate? Specific Campaign Offer We are using Monetate in a bunch of different ways, from user specific promotions and messaging, to targeting of certain traffic segments, to testing of site content. The fact that Monetate enables all it does from one simple tag is amazing, even though we’ve barely scratched the surface so far. The work Monetate performs for us falls into several categories: 1. Pure content and page design. For example, which images work best, what buttons convert best, that sort of thing. 2. Specific campaigns. For example, offers & messaging based on new-versus-returning, average order size, and so on. 3. Site feature experiments and testing. For example, product badging and predictive search. We can try things like this and if they work we just leave them in place. If they don’t move the needle we’ve saved money and learned something valuable. Product Badging a monetate customer story | 4
  5. 5. test and optimize faster than ever before We like to think outside the box and Monetate has become part of our Another favorite was on our new site, Best of Scrubs. We used Monetate game plan. When we get ideas, for example at a show or seminar, we to give introductory offers to new visitors. That produced a massive take them to Monetate and ask what you guys think? Is it worth trying? increase in conversion and new customer acquisition for us, without If so, let’s try it. eroding margin on orders from returning customers. We have also done some interesting things with returning customers based on purchase Before Monetate, when we had to engage a developer to get a history. For example, we can extend special offers on plus sizes to a marketing idea onto the website, we could go through all the effort customer who has a history of buying plus sizes. only to find the results were not worth it. Now we use Monetate to quickly deploy and test, we can determine right away if changes are worth leaving in place or not. Any Favorite Campaigns? My favorite is something you might call the payment option evaluator. When we introduced a new payment option on the check-out page our call center started getting complaints from shoppers who had been turned down. So we used Monetate to selectively turn it off, basically hide all references to that option. That enabled us to see the effect on incremental revenue and evaluate the option over time. a monetate customer story | 5
  6. 6. test and optimize faster than ever before Summary We are constantly looking to improve our performance in terms of RFM: recency, frequency, and monetary value. Monetate is helping us with all three. We love the amount of site control Monetate gives us. The level of flexibility Monetate delivers with just one tag to install, just one time, that’s huge. The IT avoidance aspect is also a big deal. That is not only saving us a lot of money, it has transformed the speed with which we can now test new ideas and, when the tests are positive, turn them into full campaigns. We use Monetate to quickly deploy and test, we can determine right away if changes are worth leaving in place or not. - David Kaplan, VP of Marketing a monetate customer story | 6
  7. 7. Expert Optimization ResourcesValuable case studies, eBooks, white papers, webinars & infographicsmonetate.com/resourcesRequest a DemoCall 877-MONETATE (US) l 484-323-6313 (around the world)demo.monetate.com1-877-MONETATE | 484-323-6313 | www.monetate.com©2012 Monetate Inc. All Rights Reserved

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