FootSmart

FootSmart, a leading online retailer of foot healthcare products, used Selligent to revamp its triggered email marketing program, resulting in $750,000 in additional revenue from targeted cross- and upsell offers.

Company

FootSmart

Industry

Retail

Website footsmart.com

Location

USA

The Customer

FootSmart is the largest direct retailer of foot and lower body healthcare products in the United States. Through its website and mail-order catalog, FootSmart sells more than 3,000 comfort, health and pain-relieving products designed to effectively improve its customers’ quality of life. A division of Benchmark Brands, Inc., FootSmart has helped improve lower body health-related problems since 1989.

FootSmart has embraced email as an efficient and effective channel for both promoting products as well as serving its customers with transactional, operational and service-based messages. In order to drive the maximum value from its email programs, FootSmart has invested in Selligent's transactional email solution, which provides tight integration with their customer database, web analytics and other business systems.

 

Shera Shrago

WITH THE HELP OF SELLIGENT’S EMAIL TECHNOLOGY, WE EXPECT TO DRIVE $750,000 FROM OUR TRANSACTIONAL EMAIL PROGRAM BY DELIVERING RELEVANT CROSS- AND UP-SELL MESSAGES IN OUR OPERATIONAL EMAIL.

Shera Shrago, Senior Manager of Interactive Marketing
FootSmart.com

The Challenge

"FootSmart has carefully evaluated all of its transactional, operational and event-triggered messages and developed a comprehensive strategy for leveraging each customer touch point to drive revenue. Given the sensitive nature of transactional messages, FootSmart has also put controls in place to ensure that its customers are not overwhelmed with messages from concurrent promotional streams.

FootSmart currently has divided their trigger program into two categories: operational and merchandise. Within those categories, FootSmart runs over ten emails, including order and ship confirmation, product review and cart abandonment emails. FootSmart looks at previous customer behavior to segment the type of offers presented to customers as well as templates to support it.

FootSmart has integrated Selligent with Coremetrics Intelligent Offer to dynamically serve up personalized product recommendations and relevant promotions in its order and shipment confirmation emails that are based on the products purchased, as well as other demographic and behavioral data. Personalized product recommendations have been shown to play a critical role in increasing sales, conversion rates and average order values."

The Path to Success

By partnering with Bazaarvoice, FootSmart has implemented interactive product reviews on its site, and it is leveraging email to help encourage customers to post reviews. “Using Selligent to automatically trigger an email after a purchase is the primary driver of reviews on our site,” said Shrago. “By using Bazaarvoice and Selligent together, we have seen a significant improvement in engagement.”

FootSmart benefits from having a CEO who understands the value of leveraging transactional email and makes sure that its email marketing team has the internal resources it needs to be successful. Selligent’s detailed, real-time reporting helps keep various departments informed of the success of their programs. Selligent can even be configured to automatically send custom reports to key stakeholders at predefined intervals.

Key Benefits

  • Real-time visibility into email performance
  • Technology integration between Coremetrics and Bazaarvoice
  • Dynamic product personalization based on FootSmart.com customer behavior
  • Real-time delivery of order confirmations & other operational triggers
  • Ability to handle simultaneous email campaigns at one time
  • Scalability to accommodate business growth

Return on Investment

  • Expect to drive $750K from transactional messages