Intelligent segmentation, responsive design contribute to 53% uplift in revenue in Q4 2013
Hudson Shoes, the contemporary UK shoe brand, has seen a dramatic rise in revenue since implementing a marketing automation platform from Bronto Software Europe. Hudson Shoes enjoyed an uplift in revenue of 53% in Q4 2013 while the month of October alone generated a 183% uplift in revenue, year on year.
Since upgrading to Bronto, Hudson Shoes has made major improvements to its use of segmentation to target the right customers with different marketing messages. Previously, they used a basic approach to segmentation that involved splitting by gender, but this did not suit Hudson Shoes’ ambitious plans and critically resulted in only 5% of revenue generated via email in 2012 and for the most part of 2013.
Bronto’s solution lets Hudson Shoes leverage true automated segmentation based on customer transactional history and behavioural activity. This more targeted approach quickly led to a 12% lift in average order value and a 53% increase in revenue for Q4 2013 over the same period in 2012.
In addition, for Christmas and Boxing Day, Hudson Shoes began utilising responsive design email templates through Bronto that adapt to the screen of the email recipient’s device. This improvement in the mobile experience led to a 37% increase in mobile traffic from emails and a 120% improvement in email conversion rates.
Jonathan Dicks, eCommerce Director at Hudson Shoes, said: “Every retailer knows there are certain times of the year which have a major impact on business. With Bronto’s expertise and marketing automation platform we can plan our email campaigns and segment our target audience accordingly to ensure we maximise every opportunity.”
Georges Berzgal, Managing Director of Bronto Software Europe, said: “For most multi-channel retailers, mobile is a crucial part of the jigsaw and so for Hudson Shoes, it was important to implement email marketing campaigns built within a responsive design. This means emails are displayed clearly on smaller screens without the need to zoom in or click on tiny links. Indeed the mobile experience allows customers to browse and buy without any hassle, enhancing their interaction with the Hudson Shoes brand. We look forward to working with the Hudson Shoes team on future projects.”
With Bronto’s help, Hudson Shoes has ambitious plans for 2014 and intends to adopt lifecycle marketing campaigns which will include welcome series emails and abandoned basket messages, as well as post and lapsed purchase communications.