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With the mission to free their customers from the inconveniences of grocery shopping, bdsklep.pl started in 2006 as an online store that allowed their customers to order groceries from the comfort of their home. Being a start-up, much of their focus was on the acquisition and retention of their customers. This strategy served them very well and provided them with a basis to sharpen their mission towards the personalization of their offers to their customers. This led bdsklep.pl to investigate different marketing automation tools that would allow them to segment their customers, have a personalized approach to email, and reach the right customer at the right time, with the right message.
bdsklep.pl approached Exponea because we offered an all-in-one solution to their needs. Exponea’s marketing automation platform was also easy to understand for their marketing team. This allowed bdsklep.pl to run their own marketing campaigns with only a few days of training.
Another benefit of choosing Exponea was that bdsklep.pl could make use of the expertise of our consultants. Once Exponea’s analytics tools had been integrated into the online store, initial evaluations were made to understand the behavior of bdsklep.pl visitor’s. Upon review of the outcomes of these evaluations, our consultants decided to implement the following email marketing and personalization scenarios into bdsklep.pl’s website:
Abandoned Cart Emails
Our consultants investigated which type of Abandoned Cart email would motivate bdsklep.pl’s visitors to complete their purchase. Would it be beneficial to include a discount? And after how many hours or days after a visitor left the online store would it be the best time to send such an email? A trial was run with six variants of the Abandoned Cart email. The best performing email increased the number of visitors who completed their purchases with 25% and increased the RPV by 5.7%.
Post Purchase Discount Emails
Another email marketing technique that our consultants investigated was the Post Purchase Discount email scenario. This scenario motivated 6.6% of recipients to make another purchase, increasing RPV by 7.7%.
Techniques to personalize the online shopping experience were also being studied. A method that our consultants found to be very fitting to bdsklep.pl’s mission to make grocery shopping more convenient is to present suggestions that are relevant to the customer using a Cross-Sell Banner. When trials were conducted on this method, it proved to be a big success with bdsklep.pl’s customers and increased RPV by more than 67%.
Revenue per Visitor
Visitors that made a purchase
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