Answear, the largest online fashion retailer in Central and Eastern Europe, recorded a 60 percent increase in sales generated through email marketing, in the first 6 months after implementing ExpertSender, a global provider of marketing process automation services for ecommerce and retail. This represents an increase of up to 4.5 percent of total sales.
“Once we decided to change the focus from being a customer-acquisition business, to a retailer concerned with retaining and retaining customers, we looked for a solution to build loyalty and increase the number of repeat purchases. ExpertSender solution best suited our business needs and targets,” says Raluca Radu, Country Manager at Answear.com Romania.
ExpertSender is a global provider of marketing process automation services for ecommerce and retail and entered the Romanian market earlier this year, as part of its international expansion strategy. Through its automation of marketing processes, customizing messages and contextualizing them across multiple channels, such as email, SMS and web, ExpertSender helps online retailers increase their conversion rate and, by default, sales.
Answear used the ExpertSender solution that imported customer behavioral and transactional data so that they could send them automatic messages at the right time and in the most efficient way. The data analyzed varies from the customers’ shopping habits, to the frequency of purchases, the average order value, the activity on the site, the devices used and the balance of points in the loyalty program Answear Club.
The retailer migrated to ExpertSender in just 30 days all the operations of marketing process automation in the 7 European countries where they operate, in time to run, before Black Friday, data-based campaigns that analyze customer behavior. Answear is present in Poland, the Czech Republic, Slovakia, Ukraine, Hungary, Romania and Bulgaria and offers customers over 70,000 products for women, men and children, from over 300 brands.
Starting with January, Answear has used data obtained from custom campaigns to stimulate repeat purchases among its customers. Sales attributed to email marketing actions have thus increased by 60 percent in the first 6 months after using the ExpertSender solution.
“This represents an increase of 2.8 percent to 4.5 percent of total sales. By the end of the year, we expect sales from the automation of email marketing processes to double,” says Radu.
“Every purchase is important, but for a retailer, those customers who make multiple purchases are more valuable than those who make unique purchases. That is why long-term customer loyalty is essential, and communication with them should be personalized from the beginning,” says Dominik Krzeslak, Channel Partner Director at ExpertSender.
As the number of transactions per customer increases, the likelihood of repeated orders increases greatly, according to RJ Metric, a company that provides business intelligence software to help online stores make better decisions based on the data they generate. Thus, after 2 consecutive purchases made by a customer, the probability of the customer making another purchase increases up to 32 percent, and after 10 purchases, the probability of repeated orders reaches 83 percent.