Oak Furniture Land sees email revenue rise by 30% thanks to geolocation
Oak Furniture Land
has seen the revenue it generates from email grow by almost a third after introducing a geo-targeted marketing strategy.
The British furniture retailer, which has grown from a pureplay trader selling via eBay to an omnichannel retailer with a chain of 62 stores, says email-generated revenue rose by more than 30% year-on-year after it introduced more local and personalised email marketing, using the Bronto Marketing Platform.
Oak Furniture Land wanted to introduce dynamic and automated marketing content using geo-targeted
messaging to link messages to shoppers' local store.
Subscribers to Oak Furniture Land submit their postcode when they buy, and go on to receive messages that are personalised to their local store. As a result, the company says, it sees more visitors to its stores when it highlights new store openings or special sales events. A Christmas email campaign saw email-generated revenue rise by 40%, year-on-year, last November and December.
By analysing data around past purchases, Oak Furniture Land sent targeted emails to previous buyers flagging up other items that might interest them. That approach also drove a rise in revenue.
Sophia Greenslade, CRM Manager for Oak Furniture Land, said: “We want our customers to enjoy shopping with us, and so we concentrate on creating emails which they actually want to see. This means developing content which has been personalised and well thought-out. Bronto gives us the necessary insight to achieve this.”
Georges Berzgal, managing director of Bronto Software Europe , said: “Oak Furniture Land is an interesting omnichannel retailer story told in reverse; it began selling online, before later opening up physical stores. This is another great example of an omnichannel retailer leveraging data in an innovative and automated fashion, driving revenue growth by focusing first on adding value to its customers.”