Challenge
An FMCG company observed that although its customers purchased regularly, their carts were often limited to basic or essential products. Customers rarely purchased complementary items that naturally went together with the products they already bought. The goal was to encourage customers to add more items and increase the overall value of their transactions.
Action
The company utilized iPresso's automation features to implement a targeted cross-selling strategy:
- Segmentation and Product Relationship Analysis: Consumers were dynamically segmented based on their purchase history and preferences. Simultaneously, the company performed an advanced shopping cart analysis to scientifically identify natural and common relationships between different products (i.e., which items are frequently bought together).
- Utilization of Feed Manager: The company organized and entered individual products from various categories into the iPresso Feed Manager. This central repository serves as the source for product data in marketing communications.
- Personalized Recommendation Frames: The iPresso system automatically pulled the relationship data from the feed and displayed complementary products tailored to the individual consumer's known needs and preferences within recommendation frames on the website or in communications.
- Automated Recommendation Messaging: The company launched a series of automated cross-selling campaigns that were tailored to individual consumer behavior and preferences. Consumers regularly received personalized emails featuring dynamically changing content (the recommendations).
Results
The deployment of automated cross-selling campaigns yielded significant financial and satisfaction gains:
- Average Order Value (AOV): The AOV saw an increase of 18%. Consumers were far more willing to add complementary products to their carts thanks to the targeted cross-selling initiatives.
- Customer Retention: Customer retention improved by 12%.
- Consumer Satisfaction: Satisfaction levels rose by 14%. Customers appreciated the added convenience of effortlessly finding complementary products and receiving personalized, relevant offers.
