Secret sales

Ein Angebot, das Kunden nicht abschlagen können: Mithilfe der Selligent Plattform optimiert SECRETSALES seinen gesamten Kundendialog und kreiert individuell zugeschnitten Content.

Firma

Secret sales

Industrie

Einzelhandel

Website secretsales.com

Land

UK

The Customer

SECRETSALES is a members-only ecommerce site offering deep discounts on brand-name merchandise across fashion, accessories, health, beauty and cosmetics, and housewares. The retailer works with more than 1500 brands and designers who recognize it as an effective vehicle for selling excess stock and creating an additional revenue.  The company is growing at an astronomical rate, launching hundreds of sales every month—and each of those sales is live for only a few days. As a result, SECRETSALES issues a constant stream of campaigns announcing new sales, reminding members about expiring sales, and confirming orders and shipments. To make these communications targeted and relevant, they called on Selligent.

 

WE SEE THE SELLIGENT TEAM AS AN EXTREMELY VALUABLE EXTENSION OF OUR MARKETING TEAM. 2014 WAS A SUCCESSFUL YEAR FOR SECRETSALES. COM; IT’S IMPOSSIBLE TO IMAGINE HAVING ACHIEVED THIS SUCCESS WITHOUT SELLIGENT’S ONGOING SUPPORT AND DEDICATION TO OUR BUSINESS.

–Katie Palmer, Head of Customer Marketing

 

The Challenge

SECRETSALES wanted to promote more products in general, show customers products they would be most interested in, and develop a contact strategy to increase touch points for each sale. But there were certain challenges that had to be met.

Most obviously, there was the volume and complexity of all of the emails. Managing multiple creative versions was cost prohibitive, and developing many different versions of emails to target different customers was labor intensive. And, while there was a lot of data available on each customer’s purchase history and browsing behavior, SECRETSALES had no effective way to put offers on the right products in front of the right customer segments.

Additionally, SECRETSALES had the goal of increasing repeat purchases. SECRETSALES wanted to incentivize customers to come back to buy more after making a first purchase,  but they had no structured system to drive loyalty.

And finally, an increase in mailing volume created concerns about speed and deliverability. Because all sales are time sensitive, every single minute in the inbox is crucial. Mailings have to be delivered quickly, and they have to reach the consumer’s inbox. The company’s ESP was having difficulty with sending speeds and was struggling with deliverability, particularly with Gmail.