Wolves FC reaches for top of the personalisation league

WolvesWolverhampton Wanderers FC might be blowing hot and cold in the Premier League this season but off the pitch its website personalisation and triggered emails are delivering top results for the club as supporters ramp up the value of merchandise orders.

Established in 1877, Wolves FC was a founder member of the Football League and is the latest football club to choose Fresh Relevance, with the company recently announcing that it has been chosen by Cardiff City Football and West Ham FC to power personalisation across their online marketing.

And the activity, which kicked off last month has already led to improved cart abandonment identification rates (now at 60.9%), which is enabling the club to send more emails and recapture more revenue.

In fact, average recovered cart value that is 27.9% higher than the average order value across its ecommerce store (shop.wolves.co.uk).

The club uses Fresh Relevance to display personalised product recommendations on its website in “business as usual” (BAU) emails.

For example, new visitors to the site might see new kit launches, whereas returning visitors may be presented with categories they are likely to be interested in, with items they have already purchased excluded.

Wolves is also using Fresh Relevance to deploy data capture popovers, such as sign up campaigns ahead of major product launches, including as latest kits for this season.

Following the success of the project to date, Wolves plan to roll out product recommendations across multiple channels, including its new mobile app.

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