Case Studies

How Stella McCartney recovered abandoned baskets on a global scale, engaged new audiences and increased average order value (AOV).

Stella McCartney spans women’s ready-to-wear, menswear, kids’ clothing, accessories, swimwear and lingerie. As well as performance-wear collaborations with Adidas, fragrances and more. Stella McCartney also has 55 freestanding stores across New York City, London, Los Angeles, Paris, Milan, Tokyo, Shanghai and Beijing. Their collections are now sold in 77 nations through 863 specialty shops and department stores, and ship to 100 countries through its ecommerce channel.

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45%
Open rate
14%
Click Through Rate
10%
Average Order Value
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Challenges

Stella McCartney was facing the challenge of many users abandoning their carts and ways to recover them to encourage purchase and boost conversions. The renowned fashion brand was also struggling to connect with new audiences to expand their reach. Finally, the brand needed an effective method to increase the value of the average cart. This last issue is particularly important for Stella McCartney, as they sell products with a high average shopping basket and low recurrence rates. The challenge was to ensure that the first order was as high as possible. Stella McCartney has been working with SaleCycle since 2014. Together they implemented a global strategy using SaleCycle's solutions: a remarketing campaign featuring 2 rounds of abandoned cart recovery emails and reminder emails of items viewed on the site. The campaign also included personalised suggestions and links to key pages of the site.

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Solution & Campaign

SaleCycle implemented a 2-cycle cart abandonment campaign for anonymous visitors, which triggered emails at optimum times. The 2-cycle timing of emails was tested against user behaviour data to ensure the highest engagement. The email campaign also included quick-links to ‘Stella Recommends’ which directed abandoners to other key pages on the site. All email campaigns were aligned with the current season visuals with options to view key collections to enrich the user journey and grow user engagement. SaleCycle’s Marketing Permission Service enabled Stella McCartney to geo-locate customers, and then trigger abandonment emails when the appropriate consent requirements for their location is met. There was already a successful cart abandonment retargeting campaign in place, which retargeted users that had abandoned a browsing session. This enabled Stella McCartney to engage new audiences that they weren’t previously reaching. In addition, reminder emails of items viewed allowed for the re-targeting of users who had abandoned the browsing session, helping the brand to expand their user base.

Results

Through the implementation of SaleCycle’s solutions, Stella McCartney successfully achieved their objectives set at the start of the campaign. SaleCycle’s Basket Abandonment emails to enable the brand to connect with their “hottest prospects” drove a 45% open rate and a 14% click-through rate. Additionally, the company experienced a 10% higher average order value during the campaign compared to direct sales. Meanwhile, the Browse Abandonment emails, meant to drive conversions with targeted offers, generated a 35% open rate with a 7.5% click through rate while the average order value increased by 40% compared to direct sales.

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