E-commerce On-site Marketing Strategies
#brand loyalty #crm #upselling #customer analysis
How it started:
In order to grow brand loyalty and increase customer of brands (Blooming KOCO, Pyunkang Yul, Benton, rom&nd, heimish), e-commerce marketing team set a new goal for recurring customer rate and enhancing upsell & cross-sell strategies.
How I began with:
- Found CRM service providers and share each providers’ service information with e-commerce marketing team.
- Divided marketing objectives and list up the strategies by each objectives (brand loyalty, growing avg. checkout value).
- Shared Shopify integration plans with team members.
- Decided margin rate and discount rate with E-commerce team.
Action plans:
- Plan A: Upselling plan
a) Analyzed purchase data in 90 days, curated pairing products and calculate profit/margin rate.
b) Conducted on-site upselling strategies by displaying promo price on PDP.
c) A/B testing on product bundles and total value.
- Plan B: Brand loyalty - CRM marketing
a) Integrated service with shopify.
b) Analyze customer behavior such as last seen product, last purchase date, page view time, and subscribe status.
c) Based on behavior, plan customized page pop up and push alarm on email such as early access to deals for loyal customers.
d) A/B testing on messaging, sending time, segmentation (order number)
Results:
(Data below is a sample result of Pyunkang Yul)
By executing plan A, earned total 2.4K conversions and succeed more than 1.8K times of upselling strategies by bundle items. Analyzed the most successful bundle items and created a new set sku and shared the result with stakeholders. Increased conversion rate by 20% of bundle items and made average order value more than 70% than before.
By executing plan B for enhancing brand loyalty, the number of average recurring customers across the brands rose by 200%.
Compared to sending email alone to all subscribers, marketing message open rate increased by 140% and the conversion rate from loyal customers increased 4 times than the previous period.
Also, brands earned more ambassador inquiries, which can be translated as brand loyalty, so next step will be planning ambassador marketing strategies to expand online brand awareness.