Most ecommerce marketers know that on average, 80% of your sales will come from 20% of your customers. This means it’s not only critical to make sure your shoppers have a positive and memorable experience with your brand, but that you need to actively drive repeat purchases as early as possible – so you can see more of your customers coming back for second purchases, and more of your one-time shoppers turning into repeat purchasers. When thinking about repeat business, most marketers immediately think “loyalty program,” but traditional loyalty programs are just one of many tactics you can use to generate more loyal customers.
Manillo is a Denmark-based ecommerce business that sells a wide range of everyday products – like shampoo, batteries, razors, and smartphone accessories – as well as exciting new products you can’t find in stores, all at low prices. Manillo believes in “better shopping,” and places emphasis on lightning-fast delivery, low prices, and superior customer service (they have an average rating of 5 stars!). But even though Manillo is highly-rated and known for delivering one of the best shopping experiences available to ecommerce consumers, they were still struggling to turn new customers into repeat customers – only 10-15% of their shoppers were making a second purchase. Because of their focus on everyday products they had no trouble with new customer acquisition, but they hadn’t found the key to customer retention and ultimately, customer loyalty.
The marketers at Manillo.dk knew that in order to elevate their marketing and increase their repeat purchase rate, they needed more than their existing email marketing technology. They needed to better understand their customers – specifically, the drivers of cross-category purchases and loyalty – and act on that understanding by engaging customers across channels with personalized communications in real-time.
The Zaius Solution
The Manillo team chose Zaius as their marketing platform because it empowered them to:
1. Increase the overall reach of campaigns by identifying customers across channels and devices
2. Automate new triggered campaigns, like post-purchase follow-up and welcome programs, based on real-time customer behaviors
3. Leverage dynamic, personalized content to improve relevancy of communications with new and existing customers
4. Segment customers for targeted category-specific and product-specific promotions
5. Understand their customer lifecycle conversion rates and stages and shopping behaviors of repeat customers
It wasn’t long before Manillo began seeing stunning results. Armed with a better understanding of how and why their customers shop, Manillo worked with the Zaius team to launch new, behaviorally-driven campaigns aimed at increasing their repeat purchase rate. After just a few short months, Manillo had doubled their repeat purchase rate, from around 10-15% to 25%. When asked about the impact Zaius has had on their ability to drive loyalty, Manillo’s CEO Frederik Boysen said: “Zaius has improved our understanding of why and how our customers shop, and allowed us to automate more targeted, relevant customer engagement. The results speak for themselves.”
Because Manillo attracts hundreds of thousands of prospective shoppers and thousands of new customers each month, an increase in repeat purchase rate will lead to massive returns in revenue. And with plans to continue adding new campaigns, optimize social media and search remarketing using segmentation, and hone their cross-selling strategy, Manillo.dk expects strong growth in 2017 and beyond.