About the Client

Launched in 2010 with the mission of giving consumers a better way to shop for baby, kids and mother care products, this online baby store is committed to offering competitive pricing and an unbeatable selection.

Although the e-tailer’s brand was introduced only a few years ago, the company has experienced 100% growth year-over‐year. Today, this e‐tailer is Asia’s one of the top two baby products’ online seller. Their core competency in analytics and data‐driven marketing has played a big role in driving company’s growth, because they’re able to create one‐to‐one interactions based on the customer profiles and as a result deliver significant value to their customers.

Business Challenges Faced

This online baby shopping firm’s marketing team was struggling with customers no longer responding to the old digital marketing tactics or the one-size‐fits all approach. For example: Scheduling a campaign (offering the customer 10% off) on the calendar and sending a mass blast to everyone on their email list. Here are few specific challenges they struggled with while using the above approach:

• High cart abandonment rate
• Promotional emails not delivering the expected ROI
• Difficulty in up-­‐selling/cross-­‐selling products based on the customer’s behavior
• Difficulty in giving out customized offers based on the past browsing/purchase behavior of visitors
• Visitors landing on site through various campaigns and are leaving site without signing up
• Atleast 10% of the customers were experiencing checkout errors

The team figured out that a generic communication strategy was no more working for them. To gather users’ attention, they needed to adapt a personalized communication strategy treading them all as individuals. So, instead of starting with the campaign, they decided to start with the customer. They tried capturing data at every interaction and started creating a blueprint of who that customer is.

Is this the customer’s first visit to our site and what channel did the customer use? Which products did he or she look at, or put in the shopping cart, or purchase? What educational content did the customer read? Did the customer sign up for email? If it’s a current customer, what’s the purchase history? All of this data guided them with the right approach for each customer so they could offer them a relevant experience.

Gamooga Impact

Leveraging the customer data from multiple sources, and gathering insights using Gamooga Analytics Suite, the marketing team of this online baby retailer created various visitor segments thereby sending highly relevant and personalized messages to customers based on their buying habits, preferences and behavior. Thus, shifting from a campaign centric approach to a customer centric one.

The impact on the bottom line has been huge; campaigns are now delivering 5X the results of previous promotional campaigns that were typically based around the campaign calendar.

Here are some specific challenges that Gamooga addressed and overcame for the online baby products’ e-tailer resulting in improved repeat purchase rates, reduced cart abandonment rate and 3X increase in conversions.

Challenge 1: Customer started checkout but didn’t complete the purchase, abandoning items in the cart

Solution: A personalized email/push notification with one click link and image of the product has been sent to the customer within half an hour of abandoning the cart. This personalized communication may also contain additional discount, cashback or ‘product going out of stock’ info that helps to speed up the decision-making process.

With such emails yielding high conversions for the online baby products retailer, they expanded on the idea with a three-step email program where a series of messages are sent to the customer offering relevant recommendations. Gamooga helped with testing each email and figuring out the best recommendations and timing to send each message based on the customer’s behavioral data.

Impact: Revenue per email increased by 3X; cart abandonment rate reduced by 2X; and unique CTR went up by 10X.

Challenge 2: To-be-moms’ have been identified as a customer segment and need to be captured for repeat purchases

Solution: Within a month’s time, personalized emails have been sent with offers related to diapers, breast feeding essentials, bottle feeding essentials, baby clothes, etc. based on the kind of products they have viewed or purchased in the past. If the product view happens from mobile app, push notification is sent with offers related to diapers and other baby care products. If the customer’s email address is not known and they have not installed the mobile App either, a web-notification or an in-app banner is shown to them with offers related to new born essentials when they are back on the website next time.

Challenge 3: Customer has purchased a product and left the site. He/she needs to be engaged and brought back to website for repeat purchase.

Solution: An email suggesting complementary products has been sent after the delivery of the current product is done. A web notification has also been shown to the customer suggesting complementary products once he/she is back on site within the same week. For example, for the customers who bought Feeding Bottle Set, an email recommending Sterilizers has been sent listing out various products available in stock. Once the visitor is back on site, a notification pop-up has been shown suggesting Sterilizers. Complimentary products have been chosen based on the analytics data.

Challenge 4: Various customer segments need to be targeted in a personalized way for re- purchase of same products.

Solution: Customer segments are tracked based on their past purchases and usage to remind them to re-purchase the same products after a while. For example, if a customer buys a Pampers diaper set containing 62 pieces and assuming 8‐9 diapers being used per day, he will run out of them in under a week. Our targeting engine helps them send an automated mail to all such customers in a week offering them a one‐click checkout link to re-purchase the diapers. Customers have also been offered up-sell of products with higher discounts on more number of diaper sets bought at once.

Impact: By identifying the customer’s journey, Gamooga supported the e-tailer throughout to provide the required content he/she is looking for thereby improving repeat purchases by 2X.

Challenge 5: Customer has been continuously viewing a particular category of products for atleast two times a week but has not added any item to cart.

Solution:
• If he/she is an existing customer and the email address is known atleast once during the lifetime, an email message offering more information and alternative products has been sent to the customer. If this email message does not trigger the person to buy, another email has been sent with an offer prompting them to complete the purchase the same day.
• If he/she is a visitor who has not yet registered on your site, a web notification with an offer has been popped-­‐up at the visitor.
• If he/she is a visitor who has not yet registered on your site, and the visitor has done such an activity through the mobile app, a push notification with an offer has been shown to the visitor.

Impact: The click-to-open rate as well as overall conversion rate improved by 3X.