The adult goods sector is an area where traditional marketing techniques often fail to produce results. Users are reluctant to share personal information and prefer to remain anonymous. That is why leads in the 18+ sector are valu higher than in other e-commerce segments.
In order to retain users in such conditions
The marketing team focuses on improving CJM, increasing the personalization of the site and communications. In the article, we tell how we manag to do this in the blog and newsletters.
About the brand
IntimShop is the largest sex shop in Russia with a 24-year history. Its website is visit by over 8 million people annually. The company’s catalog contains over 20,000 products that strengthen families, maintain sexual health, and improve relationships in couples.
Results of personalization of the site and email newsletters
13.4% of all orders on the site come from recommendation blocks.
Revenue from product recommendations increas from 0.37% to 7.3% of total turnover.
The average check with recommend products is 6.55% higher than the average check for the site as a whole.
6.17% of orders were plac through email newsletters.
The email channel’s revenue from total turnover increas from 1.81% to 5.22%.
Blog readers didn’t buy anything
An important part of IntimShop traffic is blog visitors. People come for answers to questions about sex and relationships, but rarely make purchases. To convert traffic into sales, IntimShop tri the following methods.
The key feature of phone number data for business use is that it is within your reach. Through which you can easily communicate denmark phone number data with your clients. This is important for your business. Along with contact it helps to improve your contact system. This is a very easy way to improve your posture.
Push notifications with deep discounts
The mechanics l to an increase in unsubscribes, not sales. Users were not ready to see notifications from a sex shop in the buy kenya whatsapp number data 5 million middle of the workday. Free online chats with sexologists. Despite the obvious value, the consultations were ignor by most of the audience.
Push notifications fail for us twice. The first time, we learn our lesson and decid not to return to them. However, a year later, we decid to give them a second chance by changing the way we present the information and the visuals. Unfortunately, this also l to an increase in unsubscribes, and the purchases made did not justify the loss of subscribers, to attract whom we spent so much effort.
Probably, not everyone was happy to see a sudden notification from a sex shop in their browser. Although all our communications were formulat as delicately as possible and were sent out in the evening.
Ekaterina Mamonova, marketer at IntimShop
The problem with traffic conversion was solv by product recommendation algorithms, which simplifi the user’s path. Recommendations mobile number in are generat automatically: they are select by 10 Retail Rocket Group algorithms bas on data on user behavior and the IntimShop product base.
For example, on the article page, the user is greet with a personaliz selection of toys for couples, although the material itself is devot to a different topic.
How IntimShop Increas
Revenue by 7.3% by Personalizing Blog and Email Marketing
If a visitor did not make a purchase directly from the blog, he was motivat by personaliz recommendations bas on articles read and products view in other sections of the site: in categories, product cards, shopping cart, personal account, and so on.
If the user could not make up their mind about the choice, they could trust the algorithm of bestsellers on the main page, which shows the most popular products, according to other buyers.
How IntimShop Increas Revenue by 7.3% by
Personalizing Blog and Email Marketing
How Email Marketing Personalization Works
Blog readers who have not made a purchase but have left their contact details receive personaliz email newsletters. Through the Retail Rocket Group loyalty management platform, the IntimShop team launch:
Abandon browsing. In this block, the user is shown alternatives from the same product category that can currently be purchas in the store.
The algorithm helps shoppers find offers that interest them. Bas on user behavior, it analyzes implicit information about the links between products and product properties, which are transmitt to the Retail Rocket Group loyalty management platform.
Relat products. The user is offer products that he can add to the order. An excellent tool for increasing the average check of an online store. The algorithm analyzes implicit information about the connections between products bas on user behavior. First, recommendations are shown bas on joint purchases, then bas on joint views and additions to the cart, then bas on popular products in categories that are suitable as relat products.
Ruction of the price of goods in the basket. The Retail Rocket Group loyalty management platform analyzes changes in the price of goods that the user add to the basket. As soon as the cost changes, a letter is sent.
The key feature of all trigger scenarios of
Retail Rocket Group is the use of personal recommendations in addition to traditional content of letters. Recommendations take into account the interests and preferences of each client, so they receive products that are suitable for them.
Thanks to this, even if the user’s motivation to buy how IntimShop Increased the already view or select products has decreas, recommendations of other products increase the chances of placing an order.
Dmitry Korochkov , Senior Customer Success Manager Retail Rocket Group
Mass email newsletters. They are sent twice a week with a focus on products of a certain brand or theme. If it is not possible to put together a thematic newsletter, then the most popular products by the number of reviews or the number of purchases are sent. To personalize communication, they work with segmentation.
Segmentation is our how IntimShop Increased favorite activity. Segments are form individually for each mailing depending on the subject of the letter and data about subscribers. For example, what products and brands users were interest in. In the Retail Rocket Group loyalty management platform, you can fine-tune segmentation: by gender, openings of previous letters, purchases, interest in certain products, brands, categories.
Ksenia Trynova , head of the online store IntimShop
Plans for the future
IntimShop together with Retail Rocket Group continue to work on personalization of the site and communications. In the nearest plans:
How IntimShop Increased Resign of mass mailings and welcome chain to highlight all the benefits of the brand.
Increasing the number of mailings to 10 per week with deeper segmentation so that users receive letters that are more relevant to their interests.
Launching new recommendation blocks to cover the entire customer journey on the site and display relevant selections of recommendations at each stage of the user’s journey.
