Online retailer JD Williams has cited the implementation of a new personalised marketing platform for a major improvement in mobile customer conversion as the N Brown-owned firm shifts away from its traditional mail order business.
Like many retailers, JD Williams has seen a significant switch towards mobile traffic across its brands. But diminishing returns from its existing optimisation solution forced the business to look elsewhere, eventually leading to the decision to adopt personalisation to improve customer engagement and conversion.
The company offers clothing, homeware and electrical, as well as garden goods, and can trace its roots back over 140 years. It turned to provider Monetate, whose platform enabled the ecommerce team to quickly start creating personalised experiences, targeting segments of their audiences at scale and without reliance on third parties.
Using Monetate, JD Williams was able to quickly build, test and implement a bespoke mobile experience which generated an uplift of 18% in new visitor conversion within the space of two weeks – demonstrating the value of personalisation to the business.
Further test specific KPIs included an overall conversion uplift of 8%; a revenue per session uplift of 12%; and add to basket uplift of 4% and a 5% increase in average order value.
N Brown Group conversion rate optimisation manager Finn Christo said: “The personalisation platform has enabled us to get started in a really quick an easy way. We have been impressed with the business impact that Monetate has had in such a short time and are looking forward to the next stages of the project.”
The next step is for the business to integrate its CRM data, containing large amounts of valuable customer information into the Monetate platform, giving it great scope for far deeper levels of personalisation.
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