Kitchenware Direct: Recipe for Online Conversion Peter Macaulay, Director, Kitchenware Direct
Who is Kitchenware Direct? Australia’s largest pure play online cookware & kitchenware retailer 250,000 satisfied customers 23,000 product reviews 50 staff - based in Bibra Lake, Perth 120,000+ subscribers 31,000 Facebook fans
How KitchenWare Direct Utilises eCommerce Personalisation to Increase Conversions
Online Shoppers Perspective * Source Invesp
But Only of marketers know that personalization increases customer engagement 74% of marketers are actually using personalization 19% Marketers Execution * Source Econsultancy
Main Barriers to Website Personalisation IT roadblocks Legacy technology Lack of budget Inability to translate data into action IT roadblocks Legacy technology Lack of budget Inability to translate data into action * Source Econsultancy
Kitchenware Recipe for eCommerce Personalisation Onsite Personalisation Personalised Product Recommendations Cart Abandonment s
Segmenting & Targeting the customer that lands on our site in Real Time Ingredient 1 – Onsite Personalisation
Personalisation Rule 1: Introduce a Geo Targeted Message NZ customers who saw the message converted at while the control group (NZ customers who did not see the message) converted at
Personalisation Rule 2: Present popup coupon to first time visitors
Personalisation Rule 3: Banner presented only on the 2nd page of the session. Presented only to visitors browsing on a computer (not on a smartphone or a tablet)
Personalisation Rule 4: A coupon offering 5% off to people who have not purchased in the past year but it’s their 3rd visit already
Personalisation Rule 5: A welcome back banner presented to returning visitors who abandoned a cart
Weather Related Promotion
Ingredient 2 – Personalised Product Recommendations Visitors are presented with the most relevant recommendation type based on their current intent and past browsing /purchase data Onsite Presonalisation
Product Recommendations on Product Page Tip: Enforce the customer to buy – present a recommendation which shows that others are also buying this product
Cross -Sell Recommendations on Shopping Cart Page Cross Sell Tip: On the shopping cart don’t show cheaper alternatives to the product the customer already added to cart
Promoting Products: Even though the recommendations are automatic, we have full control and can override them according to our merchandising strategy
Presentation on Product Page:
Product Recommendations Results: Conversion Rate from Product Recommendations Total Site Revenue from Recommendations Increase in A verage O rder V alue People who Engage with Recommendations Convert at Higher Rate Compared to Site Average Conversion Rate
Ingredient 3 – Convert Abandoned Cart Into Sales Personalised Product Recommendations Onsite Presonalisation Cart Abandonment s Multi-stage campaign
Convert Abandoned Carts into Sales Multi stage cart abandonment campaign First 2nd After 2 hours - Support no promotion After 48 hours - Promotional with promotional coupon
Building our Subscriber List Signup during checkout/footer Back in stock notifications Offers on site (via popups etc) Competitions – promote sharing Send My Cart Pop-up Signup during checkout/footer Back in stock notifications Offers on site (via popups etc) Competitions – promote sharing Send My Cart Pop-up
Send My Cart Feature: Capturing first time visitors address before they exit Send My Cart Featured Doubled our Captured Volume !
Abandoned Carts Campaign Results Cart Abandonment Campaigns ROI
Building our Subscriber List Signup during checkout/footer Back in stock notifications Offers on site (via popups etc) Competitions – promote sharing Send My Cart Pop-up Signup during checkout/footer Back in stock notifications Offers on site (via popups etc) Competitions – promote sharing Send My Cart Pop-up
Increase Sales & Conversion Rate by as Much as Abandoned Cart s Onsite Personalisation Product Recommendations Results you Can Expect?
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