In the short term we would like to be able to weather the current, rather turbulent trading period. With uncertainty over Brexit and a volatile pound, our strategy has been to consolidate our customer base and build our acquisition incrementally.
Long term we are looking for growth. One of the greatest challenges we face is being able to scale up our acquisition program and therefore achieve significant growth. However, in order to be able to invest and test new acquisition strategies we need first to ensure that we have a solid customer base with high levels of re-ordering and increased spend per order.
Challenges and Concerns
We already had a cross sell and upsell option on our current website platform, however, this was not dynamic and was uploaded manually. The ‘Best Sellers’ on the homepage were calculated manually and were only updated once a week.
Our pricing and discount structure is quite complex and we have always run into problems with third parties in the past, who would promise that they could manage this, but who always fell short in the event. It has meant that we have often had to compromise and exclude prices from pop-ups and recommendations, one of the key driving factors in securing customer clicks throughs. A key concern for us was ensuring that Segmentify could handle this issue and find good, workable solutions.
I was contacted by someone at Segmentify who offered to give me a demonstration of the tool. Our decision to go ahead was based on two things:
1. The product was dynamic, customizable and easy to implement and use.
2. We were offered a free trial of a reasonable length to test if it did indeed work for Joseph Turner.
The issue of our price list and discount structure proved difficult, but Segmentify looked into various options and didn’t give up until we had found a solution that we were happy with.
They made some developments to the way their algorithm worked that meant they were able to source the correct price for the customer using data held in the data layer of our website.
Achieved with Segmentify
We have been running the program fully for 2 months now.
Orders that are placed using the Segmentify widget have a 45% higher AOV than those that do not. The tool is helping to increase the spend of our customer base by increasing their items per order and their AOV.
We are now using more and more widgets in order to increase the total number or orders that use the Segmentify widget.
The key performance indicator for us is that orders placed using the Segmentify widgets are significantly higher in value and have more items in the basket. Items per order on a Segmentify order are over 30% higher than a non-Segmentify order.
AOV is 45% higher. At the moment, because Segmentify orders only account for a small percentage of our total website orders, this hasn’t significantly impacted on overall AOVs and items per order. However, as we improve the tool and increase impressions of the widgets I would certainly expect it to.
Most Liked about Segmentify
The product is incredibly easy to use and very flexible and customizable. It is completely transparent so you can see what is working and what is not. Also, the service from the team is fantastic – if there is a problem they look into it straight away to find a fix.