Bachrach Maximizes Returns through Targeting and Shopping Cart Abandonment Campaigns
Menswear Retailer Grows eCommerce Business Organically through Triggered Email Solutions
Bachrach, a menswear retailer with 20 stores, a catalog and eCommerce business, wanted to grow its online sales. Bachrach creates a unique shopping experience and focuses on providing outstanding service to its global customer base and wanted to extend that same experience to online shoppers. The retailer decided to focus on targeted marketing initiatives to grow its ecommerce business and turned to Listrak, its email marketing firm, to help implement a successful strategy.
With a large catalog and store customer base, Listrak started with an email append to Bachrach’s customer lists. The retailer then sent a permission pass email to its customers asking if they’d like to opt-in to receive emails. The permission pass campaign added 104,000 subscribers to Bachrach’s subscriber database.
Having increased the list, Bachrach then built a series of targeted campaigns using Listrak solutions that are integrated with the retailer's Volusion Store, including Customer Purchase Metrics and Shopping Cart Abandonment. Using customer purchase metrics, Bachrach began targeting customers based on engagement metrics, such as opens and clicks from emails, and on purchase history, such as merchandise and spending habits. Segmenting the audience this way greatly increases the relevancy of the campaigns and subsequently the engagement levels and conversion rates of its customers.
Bachrach also implemented Listrak’s automated shopping cart abandonment solution to combat its 64.5% online abandonment rate. The multi-channel retailer created a three-message series that includes a discount ladder to recoup sales and maintain its margins. The first message is sent three hours after abandonment and does not include a discount, just a reminder of the items left in the cart. The second message, sent two days later, includes a 20% discount to entice those who didn’t complete the purchase after the first message. And the customers who still haven’t completed the purchase receive a third message five days later that includes a 35% discount. And, to avoid customers gaming the system, there is an added step to the automated process that checks to see if the customer has abandoned another cart on Bachrach’s site within one week. If so, the customer is sent a single shopping cart abandonment message that does not include a discount.
Bachrach is achieving a 3% revenue increase in eCommerce business. Its shopping cart abandonment campaigns average 17.2% conversion rate. The first email of the shopping cart abandonment series – the one that doesn’t include a discount - has an 18.4% conversion rate and $128.08 average order value. The second message – offering a 20% discount - has a conversion rate of 16.9% and $101.85 AOV. And the third – offering a 35% discount – has a 16.3% conversion rate and $107.78 AOV. By not offering a discount in the first message Bachrach is able to keeps it margins with the customers who don’t need an incentive to purchase. But, providing offers to those who need some incentive still provides a significant increase in revenue for the retailer. The single shopping cart abandonment email sent to customers who abandoned another cart the previous week has a nice conversion rate of 16.7% and $243.60 AOV – proving that a simple reminder is often enough to recapture the lost sale.
Targeted email campaigns are also impacting results for Bachrach. Unsurprisingly, the emails sent to customers that incorporate purchase metrics to create more relevant messaging have 2 times higher conversion rates than the non-customer segment. New customers’ profiling fields are automatically updated in Listrak so subscribers receive the correct versions of future emails campaigns.
Founded in 1877 and based in the heart of New York City’s garment district, the Bachrach brand is a menswear experience based upon European fashion aesthetic, superior customer service, and an emphasis on lasting customer relationships. Bachrach operates 20 stores in major metropolitan markets across 13 states as well as a nationally distributed catalog and eCommerce business. Visit www.bachrach.com to learn more.
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