How Jones Bootmaker used personalised recommendations in email to increase repeat purchase rate

Jones Bootmaker like many multi-channel retailers had the need to both increase repeat purchase rate, and convert in-store purchasers to shop online. To do this Jones used personalised recommendations across a range of email campaigns.

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1. How Jones Bootmaker used personalised recommendations to increase repeat purchase rates
2. Multi-channel footwear retailer Jones Bootmaker had the challenge of increasing the percentage of instore customers also shopping online from just 2%, while increasing the overall online repeat purchase rate from 19%. The Reignite platform was used to add personalisation across a range of CRM campaigns to help achieve these objectives. Background
3. With only 2% of in-store customers also shopping online this personalised programme was sent 30 days after their last in-store shopping experience. This included: • A personalised hero with the customers name embedded like the label of the shoe for added impact • Personalised recommendations based upon past in-store purchases Next Purchase Campaign
4. Sale promotions can last for 12 weeks at a time, making it hard for the marketing team keep email content fresh. Jones had steered away from including specific products in the email because most styles had fragmented stock with only a fraction of sizes available. To overcome this they included personalised recommendations based upon the customers taste, that also filtered results to only show items in the customers size. Optimising Sale Products recommended based upon taste & available sizes
5. Jones Bootmaker added personalised recommendations to their cart & browse campaigns to increase conversion. Here a different flavour of recommendation was utilised, designed to show messaging & products as closely aligned to the observed customer intent as possible. This was all presented in a more attractive creative, utilising simple techniques such as picture frames to uplift otherwise basic product photography. Cart & Browse Recovery Example email from Browse Recovery Programme
6. Increase in instore to online conversion Revenue increase from sale emails % of online revenue attributed to cart & browse recovery 81% 62% 5% 3 2 1
7. www.reignitehq.com Want to learn more about how the Reignite personalisation platform can help your email marketing?  +44(0)116 3260 360  hello@reignitehq.com Sean Duffy Founder & CEO