Coolcat was looking for a way to optimize the online customer acquisition process through purchase incentives, without giving away unnecessary margin on the products being sold. While offers were an important sales tool, they felt they were lacking structure and control over their incentive campaigns. The goals were therefore:
CoolCat is a Dutch brand that has been an industry fashion retail leader for more than 30 years in Benelux and France. Founded by Roland Kahn, creator of other successful brands like MSMode and America Today, it now has more than 130 brick and mortar stores with over 1500 employees.
Fanplayr’s account managers designed campaigns for CoolCat that could accurately identify the segments comprised of user profiles with the lowest conversion rates. The segments were based on visitor browsing behavior, historical buying patterns and demographic information. As an initial strategy to increase the conversion rate it was decided to:
After two weeks, the results were immediate and encouraging as evidenced by the A/B test performed to measure the outcomes of the campaign.
For the period under review, the numbers showed:
‘We Wanted To Optimize The Online Customer Acquisition Process, Without Having To Reduce Our Margin. Fanplayr Responded Perfectly To This Need.’
- E-Commerce Manager, CoolCat