in collaboration with the partner agency: Ecommerce School d.o.o.
The Problem
CastellaniShop.it is a website specialized in the sale of supplies for setting up Offices, Shops, Workshops and Warehouses.
It represents commodity sectors that are very remote and unsimilar to each other with customers interested in products who are also totally different from each other: from office desks through to shop counters or warehouse shelving.
This results in the need to study tailor-made marketing solutions that will let us send relevant and targeted offers.
The Analysis
Rfmcube’s integration with the Shop enabled us to find out the following:
- 87% of customers made only 1 purchase
- Customers who buy products from Industry (Workshops and Warehouses) are the majority and make more recurring purchases, but with a low average receipt
- Customers who buy Office products do it infrequently, but with a very high average receipt
- Customers who purchase products from the Store do it not often and with a low average receipt, but they generally tend to buy products from warehouse (Industry sector)
- In all three industries, customers return to shop every 180 days on average
For the purpose of encouraging it was decided to create a Win-back campaign targeted at Dormant Customers, who did not make a purchase from 6 to 12 months ago, and correspond to 16% of the entire customer history.
The dormant customers were then in turn divided into 3 segments (Industry, Office or Shop), depending on the sector from which they made the last purchase.
Later these segments were synchronized with the Sendinblue Email marketing platformorm, where 3 automatic campaigns started, each with a dedicated offer based on the type of purchase and a series of reminder emails.
The Results
After 3 months of launching the campaigns, the results were positive:
- 27 dormant customers immediately returned to shopping (3% of dormants)
- conversion rate 7 times higher than other emails
- 4.8% extra revenue on the total
Rfmcube provided us with an excellent service that let us set up personalized high-performance marketing campaigns! Everything is simply perfect, it was a pleasure to work with you.
Bernardo Castellani, Ecommerce Manager
