British outdoor retailer Mountain Warehouse has seen an uplift in sales of 10% after revamping its website and implementing Certona’s advanced personalisation solutions.
Before the site revamp, Mountain Warehouse’s online personalisation efforts covered the basics, including geo-localised sites. While the website was generating year-on-year growth, the retailer recognised that to sustain an upward trajectory, it needed to create a more personalised and engaging online experience to foster loyalty and drive sales amongst customers.
In late 2016, Mountain Warehouse partnered with Certona for support and guidance in elevating its overall personalisation strategy. Certona’s unique suite of personalisation solutions and depth of expertise was instrumental to the retailer’s success and programme growth. Working closely with Certona and leveraging a ‘test and learn’ approach, Mountain Warehouse implemented advanced web recommendations, point-of-open individualised emails and personalised landing pages.
The revamped site went live in December 2016, across six countries worldwide. Six months after initial tests, Mountain Warehouse reported a 14% increase in recommendation demand performance.
Mountain Warehouse can now personalise desktop recommendations based on categories including gender and age, and tailor display and UX according to shopper history and whether they are a new or returning customer. Marketing emails offer granular personalisation and adaptive, relevant recommendations, delivering campaigns specific to audience, season/holiday, shopper profile and product category.
“Until recently, we were unable to leverage the full power of personalisation,” explains Ed Whatmore, Head of Ecommerce, Mountain Warehouse. “The partnership with Certona has unlocked new opportunities for us that were previously out of reach. Business is thriving, and we’re able to provide an enhanced shopper experience by catering to individual customer needs and interests.”
“We’re extremely proud of the work we’ve done to support Mountain Warehouse, driving 10% incremental revenue,” adds Meyar Sheik, CEO and Co-Founder of Certona. “We look forward to working with the team to further develop its personalisation programme for sustained, long term growth.”
IMAGE Betty Longbottom at geograph.org.uk