A well-known fragrance brand specializing in exotic scents and perfume oils, was founded in 2009 as a pop-up store. Since then, it has evolved and grown to more than two-digit physical stores across EMEA with a website that houses a WooCommerce shop.
The Problem: Major Fragrance Brand Needed to Lower Their High Monthly Discount Promotion
The fragrance brand’s brick and mortar activity was tremendously affected when COVID-19 resulted in nationwide physical store closures. As online competition increased and became even fiercer, they shifted their focus to their online store, which included offering higher discounts for their on-site promotions.
The brand’s eCommerce Manager and team are responsible for creating and implementing these campaigns with KPIs such as increased CVR and AOV. Their online promotion mix included seasonal, site-wide campaigns along with campaigns for specific categories. However, offering these promotions to all of their customers was significantly impacting their margins, and they needed a way to optimize this and gain back their brand perception to a healthier state.
The Solution: Individualized promotions for every visitor with Intent-Based Promotions
The company wanted to continue using the promotions they had online but personalize them using Namogoo’s Intent-Based-Promotions. This enabled them to understand the purchase intent of each shopper that visited their website and leverage the data to push each session to its maximum potential.
The Business Impact: Client Saves Their Margins
By optimizing their offers with Intent-Based Promotions, the end result was a significant increase in profit margins and AOV by 15%.
“Namogoo’s prediction engine machine capability helped us navigate the various promotions on offer and understand who would pay full price, with zero promotions, and who would accept an offer with a nominal discount.”
Moreover, the team appreciated the ease of use of the promotion design studio which meant less design resources for the website pop-ups and banners, as well as the intuitive campaign creation dashboard. They also found that the numerous industry-based and CX-first design options were highly appealing to their site visitors.
“The campaign analytics dashboard is very impressive. The data is so easy to understand that we don’t need other tools or ‘data savvy’ people to ‘translate’ it.”
Conclusion: Scent of Improved KPIs Lingers
Now that the fragrance brand’s physical stores are back in business, they are able to expand their online presence by relying on Namogoo’s solution to work smartly and efficiently. The eCommerce brand’s team is impressed by Namogoo’s Intent-Based Promotions solution, incentivizing each of their online visitors with the promotions they need, all in real time. They’ve seen definitive improvements in saving their margins and have had exponential improvements in their overall business KPIs.
“We are able to view an hourly update of the margins we save and how many visitors didn’t need an offer and converted anyway. We’re also able to see how much money we’ve spent and how much we’ve saved – it’s that simple.”
