Jewelry and accessories retailer Alex and Ani saw a 73% lift in monthly email revenue and 36% lift in monthly revenue through using abandoned cart emails, according to a case study.
Alex and Ani partnered with omnichannel personalization and marketing platform provider Sailthru, which collected data across its entire ecosystem. The company is now able to serve messaging to individual consumers based on increased degrees of interest on specific products, leading to increased conversion rates.
Alex and Ani was seeking a way to use data in a more intelligent way to engage with customers, including through its email marketing and onsite recommendations. For instance, when it launched a new product, an email blast announcement would go out to its master list, an approach that did not effectively drive sales.
Similarly, product recommendations were limited based on the customer profiles they had built, which also lead to ineffective engagement.
To remedy this, Sailthru implemented a full suite of onsite and email solutions, giving Alex and Ani insights into customers’ interests and actions.
Through an onsite recommendations tool, strategically deployed to upsell users on other products using “wear this with…” style-messaging, Alex and Ani was able to build deep user interest graphs on all identified customers. This has driven sales gains among anonymous customers and reduced cart abandonment.