Case Study: A High-End Bedding and Accessories Company
Expanding reach. Identifying more customers.
Offering luxurious bedding and accessories online and at exclusive high-end retailers, this soft-goods leader needed a way to gain visibility and grow its business while maintaining the look and feel of the company’s exclusive brand.
To achieve these goals, the company was running marketing campaigns through its existing email service provider (ESP).
However, the campaigns weren’t as effective as they hoped, leading the company to question both the reach and effectiveness of its lightboxes and cart abandonment programs. “Ours is a visionary brand, but our digital marketing efforts weren’t meeting our standards,” said the brand’s email-marketing specialist. “We were beginning to question the value of our existing campaigns, wondering if we could reach more of the kind of customers we wanted to attract.” So the brand turned to d3 for recommendations.
To put suspicions to rest, the brand tested the service provider’s cart abandonment triggered email program against a new program recommended by d3, which uses proprietary web visitor identification technology and advanced analytics to identify previously unidentifiable customers. The results showed an increase in target customer reach by 200 percent. And, because of the ease of integration with its existing system, the brand also boosted its current programs with real-time send capabilities without losing visibility into reporting capabilities on its current platform.
In addition, the proprietary email technology used by d3 enabled the brand to engage offsite customers at the exact moment they were shopping.
After testing the two cart abandonment programs against each other, it was clear that the company would target more contacts and bring in more revenue with the new d3 program. The test was such a success that they decided to try triggered lightboxes. One reason was to free up the brand’s internal IT team, which was often burdened with the need to do additional last-minute coding to ensure that lightboxes displayed correctly. All the company had to do was provide the creative file. The IT staff was thrilled, and the ads went off without a hitch.
Using triggered lightboxes, the brand is now able to continuously optimize customers’ digital interactions and purchasing activity. From initiating new relationships to reengaging customers who are less active, the triggered lightbox service sends highly segmented, highly personalized messages to new and existing customers as they shop.
The brand was also able to reengage customers, prompting a 16 percent open rate on emails to unengaged customers and meeting its goal to better target and engage shoppers, keeping them on a path to purchase.
Believing that direct mail can be a powerful component of a multichannel marketing strategy needed to survive and thrive in today’s retail environment, the brand also began cataloging. By coupling direct mail and digital marketing, it ensured its message reached the right contacts via as many channels as possible, providing a unified, supportive and personalized shopping experience.
The lightboxes remind potential customers to use the coupon code on the back of their catalog. By connecting offline and digital, this brand now provides a better customer experience, which translates into higher sales and an immediate return on investment.