Waitrose has delivered a 24% rise in online orders for new and early stage shoppers using personalization.
Having identified that customers who have shopped at least five times online or on mobile are more likely to be retained in the long term, Waitrose implemented a marketing campaign offering an £80 discount spread across five online shops. It then used the Monetate platform to offer customers a unique incentive code by assessing how many times they had placed an order.
Jane Godfrey, Digital Optimisation Manager at Waitrose explaoins: “The website is a growing part of the Waitrose brand and we want the customer online experience to be consistent with the quality of experience you get in one of our stores. We’ve seen great benefits from using the Monetate personalisation platform – it has allowed us to work more efficiently and target our customer base more effectively.”
Waitrose joins the growing ranks of retailers that are seeing personalisation delivering real dividends. Toy store The Entertainer reported a threefold increase in email revenue and a 120% rise in mobile sales, off the back of digital marketing and personalisation, while online fashion retailer Missguided has increased conversion rates by 34% since implementing a personalisation and optimisation strategy that allows it to target customers with specific, tailored experiences. JD Williams has also seen its own 18% uplift after going down the personalisation route.
Mike Harris, VP EMEA at Monetate, which implemented the solution for Waitrose, Misguided and JD Williams (The Entertainer used SmartFocus), adds: “This is a perfect example of how the Monetate platform can be used to drive both every day sales and sales during those essential peak shopping times that some retailers are unprepared for year-on-year. It’s exciting to see the success already achieved from these initial campaigns and we look forward to working with the Waitrose team to develop their personalised offering throughout 2016 and beyond.”
The move builds on Waitrose’s investment in the AppDynamics Application Intelligence Platform across its eCommerce offering, enabling the retailer to make cross-departmental, data-driven decisions, and to correlate application insights with challenges from across the organisation, helping departments work together to fine-tune the customer experience.
