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Heal’s gains increased conversions, reduces basket abandonment

Contemporary, upmarket British furniture and homeware retailer, Heal’s, has improved online conversions and reduced cart abandonment with a solution from BounceX, a behavioural marketing technology provider.

Established in 1810, the premium furniture retailer has always been known for its high-end designs and the excellent quality of its product ranges – from sofas to home accessories and bedroom furniture to lighting. Growing from its famous flagship on Tottenham Court Road, Heal’s store estate now spans six branches nationwide as well as a fast-growing online presence. As a premium homeware brand operating in a high consideration market, Heal’s recognised that customer buying journeys often took longer, especially due to the ‘big ticket’ nature of its high-end collections. In fact, nearly half of the purchases on Heal’s website involve three or more sessions, often across more than one device, before conversion.

Despite spending the bulk of its media spend on targeting customers with intent via adwords, Heal’s found that it couldn’t identify the customers it was driving to its website – particularly those using more than one device. And this lack of identification made it difficult for Heal’s to help shoppers along their buying journey to drive conversions and prevent basket abandonment. Recognising the need to better recognise, market to and convert site visitors, Heal’s partnered with BounceX to help them identify their online customers, determine where they were on their sales journey and find ways to move them along the path to purchase.

BounceX deployed its best-in-class email capture techniques and proprietary identity resolution technology, allowing Heal’s to increase visitor recognition across devices, sessions and browsers by around 300 per cent. And, because the furniture retailer could now recognise site visitors on a unique basis, they had greater clarity of where each individual customer was on their own buying journey, enabling Heal’s to send relevant trigger emails and deliver onsite personalisation.

David Kohn, customer & eCommerce director at Heal’s, explained: “With this partnership, we’re able to deliver relevant, motivating messages to prospects wherever they are in the sales journey, and the continuity of messaging across devices and sessions means they get a consistent experience.”

“BounceX’s technology was able to start linking different device journeys and identifying customers not only on a single device, but across all their devices. With that, they can identify how many visits a shopper has made to the site, which channel they came from and how they’re behaving onsite. This gives a greater idea of where the customer is in the journey,” Kohn added.

The highly targeted and personalised marketing the BounceX solution afforded Heal’s – from identifying customers onsite to understanding the conversion path and effective remarketing – meant it could create a seamless customer journey that encouraged more purchases, faster. Heal’s saw a 53 per cent increase in emails captured per month and 9.1 per cent of its total digital revenue was driven as a direct result of BounceX trigger emails.

Robert Massa, general manager of BounceX EMEA, commented: “Increasingly forward-thinking retailers, such as Heal’s, are recognising that identifying anonymous traffic is key for targeting the individual shopper, regardless of the device they’re using. Only then can this behavioural marketing enable retailers to create ongoing, relevant conversations with individual consumers – on a true one-to-one level - across all their devices, browsers and channels - both on and off a retailer’s website – to drive more conversions, faster.”

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