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Rockler Woodworking and Hardware is the nation’s premier supplier of specialty hardware, tools, lumber, and exceptional quality woodworking products. Founded in 1954 and on the web since 1996, Rockler has become one of the top destination sites on the web and an Internet Retailer 500 site. Products are sold through catalogs, the company’s direct-to-consumer website at http://www.rockler.com and 3,0 stores.
Rockler recognized an opportunity to drive incremental revenue by remarketing to cart abandoners. Manual emails sent during an initial testing phase showed that an ongoing program could be a significant revenue driver. However, continuing to send the emails manually was time consuming and the process left too much room for error.
Rockler needed a way to send automated emails to site visitors who abandoned their carts. The emails would need to deploy in real time without “training” customers to abandon carts in search of a discount. Dynamic content would also need to be incorporated, to display specific products left in the cart, and the entire process should lie in the hands of marketing, allowing for easy updates and program growth in the future.
Rockler integrated transactional messaging from their email service provider BlueHornet with website conversion service provider SeeWhy to solve their cart abandonment challenges. SeeWhy tracks individual visitors to the website and triggers a personal, real-time follow-up email marketing campaign when visitors abandon their shopping cart. BlueHornet receives data sent from SeeWhy and automatically sends dynamic messages based on data specific to each visitor. Results are collected and displayed in the BlueHornet system.
• Rockler’s initial abandonment campaign is currently generating 2% of sales.
• Open rates are more than double the rates Rockler gets from their house list.
• The email contains no incentives; rather, Rockler aims to reinforce brand value to encourage transaction completion.
• After initial setup of SeeWhy and BlueHornet, campaigns run with little-to-no maintenance.
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Having firsthand experience with this initiative I can attest that the process was both smooth and informative, allowing Rockler to identify their need and devise a solution with little-to-no maintenance once up and running. The program has only continued to drive revenue in the months since its introduction. Any online retailer could benefit from a cart abandonment program, especially one with as much built-in intelligence and UI reporting as the what BlueHornet and SeeWhy are able to provide – you can literally see the results as they happen. | Randy Yasenchak
BlueHornet March 18, 2011 @ 1:57:05 |
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“We’ve found that the shopping cart reminder emails encourage customers to go back to a previous promotion that they’ve seen and then complete the purchase. So it’s helping drive conversions of those email sales. We believe that conversions will increase over time as we get more tactical by tying in promotions and by adding additional follow-up messages.”
Jason Bernloehr
E-commerce Manager
Rockler Woodworking and Hardware