Victoria Betts, the etailer’s Marketing and Trading Director, revealed at the Monetate European Summit 2015 that they are focusing on “small wins” to increase customer conversion since partnering with cloud-based personalisation specialist Monetate. “Our vision is to deliver the right message to the right customer at the right time. It’s simple but not easy to deliver. We focused on small wins, which added together add up to significant results.”
One of their most effective personalisation changes is the countdown clock, which informs customers how long they have left for special offers when they are viewing products. Since this introduction earlier this year, they have increased sales by 17% and conversion by 23%, resulting in a £1m increase in revenue.
Altogether in 2015 they have improved its conversion rate 38%, its average order value by 36% and customer base 19% through targeted optimisation and personalisation. They are targeting an increase of £20m in cumulative revenue in the coming years, hailing the difference that personalisation makes.