Case Study: Chinaberry Uses Personalized Product Recommendations to Boost Revenues
"The proof in the pudding there is the fact that conversion rates improved, and that there's a very low unsubscribe rate," says Stephen Fuller-Rowell, director of e-commerce at Chinaberry. "Customers see this as an aid to shopping rather than a distraction. It's so unobtrusive, and the results seem to indicate that customers don't appear to be at all inconvenienced by it."
These results include increased conversion rates for Isabella's website, plus increased open and conversion rates and a higher average order value for the auto-generated email alerts.
With new customer acquisition costs continuing to rise, Chinaberry has focused its efforts on retaining the customers it already has. PPRs are a key factor in the success of this strategy.
By analyzing what customers have looked at and purchased in the past — both products and price points — Chinaberry better understands its customers, leading to stronger relationships with them.
"Chinaberry's spent a lot of time, money and energy to try to acquire customers," says Shaun Schooley, vice president of client success at MyBuys. "It's really important for [Chinaberry] to not only hold on to these customers, but also create that depth of sale and ongoing relationship."
PPRs, in fact, have helped Chinaberry convert many single- purchase customers to multipurchase ones, Schooley says. And Chinaberry plans to remarket "to these customers with the proper follow-ups."