Serious Sport drives engagement and conversions with uniquely personalised product recommendations.
Serious Sport is the UK’s number one personalised sports clothing company. Their philosophy is to offer quality garments, backed by unrivalled service, at competitive prices. They work with sports clubs across the UK providing personalised, branded apparel to their players, all delivered within five days.
The Challenge
Serious Sports wanted to encourage repeat purchases from recent customers. The success of this program depended on coordinating disparate pieces of information Serious Sport held about their customers. This included identifying which products to recommend from their extensive catalogue, removing those already purchased, then prioritising from other available products taking into account stock levels, price and availability.
The Strategy
Serious Sport worked with the Adestra’s Professional Services Team to bring the necessary data together and create a successful automated, personalised, post-purchase cross-sell program.
The recommendations email includes three products, customised with the customer’s club name and logo. This is achieved using an XML product feed, displaying products based on the customer’s recent purchase. These are prioritised based on various factors including current price, popularity and availability.
The Results
The product recommendation email achieves an outstanding average open rate of 59 per cent (this is a 146 per cent uplift on the average across their campaigns) and an average click to sale rate of 9 per cent. The average order value generated by this program is £55.
Customers receive a uniquely personalised experience and are further enticed to purchase by seeing what the products will look like printed with their own club’s logo. This marks a major step in Serious Sport’s ability to offer more personalised marketing communications, and means they are now set up to begin using personalised product recommendations and images across their other lifecycle programs.
Serious Sport are looking to develop the program and improve performance by including a unique limited-time offer code incentive, and adding a second email reminding customers to redeem their special offer. They will also be testing different timings following purchase to see what performs best.