New Balance is an American sports footwear and apparel brand that was established in 1906. It is one of the world's major sports footwear and apparel manufacturers and maintains a manufacturing presence in the United States, as well as in the United Kingdom for the European market, where they produce some of their most popular models such as the 990 model. New Balance also sponsors a variety of sports teams, leagues and individuals.
New Balance needed to improve performance on the website through creating users' personalized journeys.
Franplayr campaign leverages on-site targeting using discount codes to incentivize the finalization of orders through strategies of purchase intention and retention. The main goal of the campaign was to boost the conversion rate, but the AOV has been positively affected by Fanplayr activities as well.
"Fanplayr has been a strategic partner for us since, through its technology, it has allowed us to better understand the behavior of our customers on our website and thereby improve conversion" said Ignacio Sime, Digital Platforms Assistant Manager
Thanks to Fanplayr’s advanced segmentation real-time technology, New Balance proved through an A/B test an uplift in terms of Net Revenue of 22% and an AOV of 15%, achieving a 11x ROI.