Targeting and personalization strategies allow retailers to refine marketing materials, offers and messaging based on consumer preferences. By analyzing browsing and buying behavior, best-in-class retailers have acquired a loyal consumer base of brand advocates and frequent buyers. In an effort to optimize email marketing strategies and messaging for its e-Commerce site, GourmetGiftBaskets.com teamed with Knotice, a digital marketing solution provider.
GourmetGiftBaskets.com began transitioning its data to the Knotice platform in August 2011. The retailer implemented the Knotice Concentri SiteTarget and Concentri EmailPlus platforms, and rolled out its first email campaign in approximately six weeks. The SiteTarget solution allows the gourmet food and care package merchant to edit “live zones” on its web site to incorporate targeted content for specific visitors. The retailer then tests personalized attributes to determine success rates and overall influence.
EmailPlus provides marketers with the resources and data to integrate personalized deals, news and offers into email campaigns. Moreover, retailers can analyze and track inbox performance after emails are sent so they can determine delivery results at the ISP level. According to Jason Bergeron, Director of Sales and Marketing at GourmetGiftBaskets.com, the primary goal of the Knotice implementation was to streamline customer data to better track marketing campaign effectiveness.
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“We wanted to target our customers more effectively with content that is relevant to them,” Bergeron said. “Everything we do as a growing business has an ROI-based goal attached to it. Our partnership with Knotice will tell us what marketing programs are working more effectively, and also allow us to determine how we can increase conversion rates of the customers that visit our site on a daily basis.”
Through in-depth data analysis and segmentation based on areas including email clicks, site searches, cart abandonment and past purchases, GourmetGiftBaskets.com can further refine offers and provide more relevant content. In turn, the company anticipates increased conversion rates and overall loyalty, Bergeron noted.
“We anticipate that our engagement levels will increase due to better email design and customized content,” Bergeron said. “We are looking forward to rolling out campaigns that utilize both the EmailPlus as well as SiteTarget to serve our customers the very best data possible when they reach our site. Once complete, we feel the number of customers that convert from our campaigns will increase significantly.”
By leveraging personalization and segmentation tactics, GourmetGiftBaskets.com can optimize engagement via email offers and messaging, as well as on the company web site, according to Patti Renner, Director of Marketing for Knotice. In turn, the retailer can boost customer loyalty and purchase likelihood.
“The use of meaningful and relevant messaging allows retailers to break through the barrage of ‘digital clutter’ consumers navigate on a daily basis,” Renner said. “Successful retailers must target effectively to provide what the customer wants or needs to know at the right moment: in-store, at home, at work and throughout the day and evening.”
