Active Ride Shop Increases Reach and Revenue via Email
Multi-channel retailer drives 14% of sales with email marketing and shopping cart abandonment
Active Ride Shop serves the North American skate community through its 21 stores in Southern California, mail order catalogs, website, and onsite events. It has a loyal customer base of young and trendy skate and snow boarders. The retailer uses email to target customers and quickly promote new merchandise, sales, and special events using the preferred communications tools.
Active Ride Shop worked with Listrak to implement an aggressive email marketing strategy, including a mobile acquisition campaign. With the spirit of growing its subscriber base, Active Ride Shop launched its first ever mobile campaign during the Maloof Money Cup skateboarding event in June 2011. The campaign – “Text to Win $500” – included two text messages; the first simply thanked them for entering and provided contest details and the second asked entrants to reply with their email addresses to sign up for exclusive email offers and a $5 off coupon. The result: 12.3% of all the mobile contest entrants subscribed to the retailers email list.
The multi-channel retailer also activated its email marketing with triggered campaigns, including welcome messages, birthday and shopping cart abandonment campaigns, in addition to its “What Up Wednesdays?” online promotions and targeted newsletter promotions. Active Ride Shop’s opt-in process requests subscribers’ email addresses, names, birthdays, and zip codes, then allows subscribers to select to receive the weekly newsletter, its “What Up Wednesday” promotions, birthday email offer, seasonal updates, and specific in-store events. Upon subscription, a welcome message is deployed that includes a $5 off coupon and easy ways for customers to update their preferences, clip coupons, enter contests, or read the blog. Subscribers then receive emails once or several times per week with varying content based on their preferences.
Active Ride Shop implemented a multi-message shopping cart abandonment campaign to combat its 77.87% abandonment rate. The first message, sent three hours after a cart is abandoned, offers a 10% off coupon code that is valid for one week. The messages include images of the cart merchandise, the quantity and prices of the products, and two easy ways for customers to return to their online carts. If the customer doesn’t complete the purchase or empty the cart, a second reminder email is sent two days later. To prevent shoppers from abandoning and waiting for a discount, Active Ride Shop suppresses shoppers from the cart abandonment campaign for six months, whether they purchase or clear the cart.
Email marketing is driving traffic and online sales for Active Ride Shop; accounting for 14% of all revenue and 11% of site traffic. Its welcome message has an outstanding 73% open rate, 34% click-through rate and 12.21% conversion rate. And, the shopping cart abandonment campaigns bring in even more revenue. The first abandonment message averages a 25.5% open rate and 16.22% conversion rate and the second message a 27% open rate and 8.67% conversion rate. Active Ride Shop’s email campaigns also return higher average order values than its other online orders.
Active Ride Shop has proudly served the North American skate community since 1989. Active carries only the finest in footwear, apparel, skate goods and accessories. The retailer has been committed to providing Southern California with the best retail experience possible through many Southern California retail locations and has expanded to include mail order and online sales.
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