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Kitchenware Direct:
Recipe for Online Conversion
Peter Macaulay, Director, Kitchenware Direct
Who is Kitchenware Direct?
Australia’s largest pure play online cookware & kitchenware retailer
250,000 satisfied customers
23,000 product reviews
50 staff - based in Bibra Lake, Perth
120,000+ email subscribers
31,000 Facebook fans
Online Shoppers Perspective
* Source Invesp
ButOnly
of marketers know that personalization increases customer engagement
74%of marketers are actually using personalization
19%
Marketers Execution
* Source Econsultancy
Main Barriers to Website Personalisation
IT roadblocks
Legacy technology
Lack of budget
Inability to translate data into
action
* Source Econsultancy
Kitchenware Recipe for eCommerce Personalisation
Onsite
Personalisation
Personalised
Product
Recommendations
Cart
Abandonment
Emails
Segmenting &
Targeting the
customer that
lands on our site
in Real Time
Ingredient 1 – Onsite Personalisation
Personalisation Rule 1: Introduce a Geo Targeted Message
NZ customers who saw the
message converted at while the
control group (NZ customers who did not
see the message) converted at
Personalisation Rule 2: Present popup coupon to first time visitors
Personalisation Rule 3: Banner presented only on the 2nd page of the
session. Presented only to visitors browsing on a computer (not on a smartphone or a tablet)
Personalisation Rule 4: A coupon offering 5% off to people
who have not purchased in the past year but it’s their 3rd visit already
Personalisation Rule 5:A welcome back banner
presented to returning visitors who abandoned a cart
Weather Related Promotion
Ingredient 2 – Personalised Product Recommendations
Visitors are presented
with the most relevant
recommendation type
based on their current
intent and past browsing /purchase data
Onsite
Presonalisation
Product
Recommendations on
Product Page
Tip: Enforce the customer to buy –present a recommendation which shows that others are also buying this product
Cross -Sell
Recommendations on
Shopping Cart Page
Cross Sell Tip: On the shopping cart don’t show cheaper
alternatives to the product the customer
already added to cart
Promoting Products: Even though the recommendations are automatic, we have full control and can override them according to our merchandising strategy
Presentation on
Product Page:
Product Recommendations Results:
Conversion Rate from Product Recommendations
Total Site Revenue from Recommendations
Increase in Average
Order Value
People who Engage with Recommendations Convert atHigher Rate Compared to Site Average Conversion Rate
Ingredient 3 – Convert Abandoned Cart Into Sales
Personalised Product
Recommendations
Onsite Presonalisation
Cart Abandonment
Emails
Multi-stage campaign
Convert Abandoned Carts into SalesMulti stage cart abandonment email campaign
First Email 2nd Email
After 2 hours -
Support email
no promotion
After 48 hours -
Promotional email
with promotional
coupon
Building our Email Subscriber List
Signup during checkout/footer
Back in stock notifications
Offers on site (via popups etc)
Competitions – promote
sharing
Send My Cart Pop-up
Send My Cart Feature: Capturing first
time visitors email address before they exit
Send My Cart
Featured Doubled
our Captured Email
Volume !
Abandoned Carts Campaign Results
All Emails Open rate
Abandoned Carts Emails Conversion Rate
Conversion rate
email 1 -
Conversion rate
email 2-
Cart Abandonment Campaigns ROI
Send my Cart Email
Conversion Rate
Building our Email Subscriber List
Signup during checkout/footer
Back in stock notifications
Offers on site (via popups etc)
Competitions – promote
sharing
Send My Cart Pop-up
Increase Sales & Conversion Rate by as Much as
Abandoned Cart Emails
Onsite Personalisation
Product Recommendations
Results you Can Expect?
