The adult goods sector is an area where traditional marketing techniques often fail to produce results. Users are reluctant to share personal information and prefer to remain anonymous. That is why leads in the 18+ sector are valued higher than in other e-commerce segments.
In order to retain users in such conditions, increased revenue the marketing team focuses on improving CJM, increasing the personalization of the site and communications. How it was possible to do this in the blog and newsletters, we tell in the article.
About the brand
IntimShop is the largest in Russia with a 24-year history. Its website is visited by over 8 million people annually.
If the visitor did not make a purchase directly from the blog, he was motivated by personalized recommendations based on the articles he. Because cape verde email list 33087 contact leads read and the products he had viewed in other sections of the site: in categories, product cards, shopping carts, personal accounts, and so on.
Results of personalization of the site and email newsletters
- 13.4% of all orders on the site come from recommendation blocks.
- Revenue from product recommendations increased from 0.37% to 7.3% of total turnover.
- The average check with recommended products is 6.55% higher than the average check for the site as a whole.
- 6.17% of orders were placed through email newsletters.
- The email channel’s revenue from total turnover increased from 1.81% to 5.22%.
Blog readers didn’t buy anything
An important part of IntimShop traffic is blog visitors. People come for answers to questions about and relationships. Because but rarely make purchases. To convert traffic into sales, IntimShop tried the following methods.
The mechanics led to an increase in unsubscribes, not sales. Users were not ready to see notifications from a in the middle of the workday. Despite the obvious value, the consultations were ignored by most of the audience.
Push notifications failed for us twice. The first time, we learned our lesson and decided not to return to them. However, a year later, we decided to give them a second chance by changing the way we presented the information and the visuals. Unfortunately, this also led to an increase in unsubscribes, and the purchases made did not justify the loss of subscribers, to attract whom we spent so much effort.
Push notifications with deep discounts
Probably, not everyone was happy to see a sudden notification from a sex shop in their browser. Although all our communications were formulated as delicately as possible and were sent out in the evening.
The problem with traffic conversion was solved by product recommendation algorithms, which simplified the user’s path. Recommendations are generated automatically: they are selected by 10 Retail Rocket Group algorithms based on data on user behavior and the IntimShop product base.
For example, on the article page, the user is greeted with a personalized selection of toys for couples, although the material itself is devoted to a different topic.
If the user could not make up their mind about the choice, they could trust the algorithm of bestsellers on the main page, which shows the most popular products, according to other buyers.
How Email Marketing Personalization Works
Blog readers who have not made a purchase but have left their contact details receive personalized email newsletters. Through the Retail Rocket Group loyalty management platform, the IntimShop team launched: in the era of the internet and digital marketing the user is shown alternatives from the same product category that can currently be purchased in the store.
The algorithm helps shoppers find offers that interest them. Based on user behavior, it analyzes implicit information about the links between products and product properties, which are transmitted to the Retail Rocket Group loyalty management platform.
Related products
The user is offered products that he can add to the order. An excellent tool for increasing the average check of an online store. The algorithm analyzes implicit information about the connections between products based on user behavior. First, recommendations are shown based on joint purchases, then based on joint views and additions to the cart, then based on popular products in categories that are suitable as related products.
Reduction of the price of goods in the basket. The Retail Rocket Group loyalty management platform analyzes changes in the price of goods that the user added to the basket. As soon as the cost changes, a letter is sent.
The key feature of all trigger scenarios of Retail Rocket Group is the use of personal recommendations in addition to traditional content of letters. Recommendations take into account the interests and preferences of each client, so they receive products that are suitable for them. Thanks to this, even if the user’s motivation to buy the products already viewed or selected has decreased, recommendations of other products increase the chances of placing an order.
Mass email newsletters
They are sent twice a week with a focus on products of a certain brand or theme. If it is not possible to put together a thematic newsletter. Then the most popular products by the number of reviews or the number of purchases are sent. To personalize communication, they work with segmentation.
Segmentation is our favorite activity. Therefore shopping data segments are formed individually for each mailing depending on the subject of the letter and data about subscribers. For example, what products and brands users were interested in. In the Retail Rocket Group loyalty management platform, you can fine-tune segmentation: by gender. Openings of previous letters, purchases, interest in certain products, brands, categories.
Plans for the future
IntimShop together with Retail Rocket Group continue to work on personalization of the site and communications. In the nearest plans:
- Redesign of mass mailings and welcome chain to highlight all the benefits of the brand.
- Increasing the number of mailings to 10 per week with deeper segmentation. So that users receive letters that are more relevant to their interests.
- Launching new recommendation blocks to cover the entire customer journey. On the site and display relevant selections of recommendations at each stage of the user’s journey.