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?

Contact me: Contact Barilliance: