Luke 1977 achieves 30% Sales growth with clever personalisation

The marketing team at Luke 1977 had a bold vision for the brand: to transform its online customer experience completely with personalisation. They believed personalisation was key to delivering growth and improving customer loyalty. They turned to Spotler to help them achieve this vision.

Reduce cart abandonment Increase sales

The marketing automation technology Luke 1977 used presented its marketing team with several challenges. Implementing Spotler’s email marketing and personalisation solutions has given the team clear visibility on which reengagement campaigns work best.

Firstly, their previous cart abandonment software was slowing their website down dramatically. This affected website performance and reduced the quality of customer experience they could offer.

Secondly, the team had no direct control over the types of content that would be delivered in their cart abandonment and re-engagement emails. This meant they had no influence or visibility when recommending and aligning specific products with their marketing campaigns and objectives.

They wanted to reduce cart abandonment, increase repeat purchases, and increase retention. However, their existing software made it difficult to assess whether their campaigns were having the desired effect.

Ambitious growth objectives

Aaron Field, the head of digital at Luke 1977, manages a team of five digital marketers. He was tasked with introducing new marketing automation technology to help the brand achieve its growth objectives. Aaron needed a solution that would deliver a more personalised customer experience and help the brand:

• Assess the success of re-engagement campaigns
• Decrease cart abandonment
• Increase cart abandonment recovery
• Increase repeat purchases
• Increase overall revenue

In addition to achieving these aims, the new solution would need to be affordable and easy for the team to use collectively.

Spotler’s eCommerce solution offered everything Aaron needed to help Luke 1977 meet its growth objectives. Implementing Spotler’s software has given the team clear visibility on which reengagement campaigns work best.

Personalise the website experience

Using Spotler’s CDP, Luke 1977 was able to personalise its website experience and email campaigns with product recommendations based on browsing behaviour and purchase history. Our CDP also allowed them to send triggered emails based on a customer’s behaviour. These included cart abandonment emails and re-engagement emails for lapsed customers.

Dashboard provides valuable insights

Within the CDP dashboard, they have real-time visibility on the products within a visitor’s basket with the actual monetary value. They can also see items and the value of the products that have been abandoned, as well as the revenue generated from their cart abandonment and re-engagement campaigns. This visibility has allowed them to optimise their campaigns constantly. The brand can make ongoing improvements based on real-time revenue and engagement data.

Implementation within a few weeks

The onboarding and implementation process was quick and easy. Liz, Luke 1977’s dedicated Spotler customer success manager, worked alongside Aaron and his development team. Spotler was successfully implemented and tested within a few weeks and is live on their website.

Quick wins and long-term growth strategies

Spotler’s eCommerce solution has helped Luke 1977:

• Increase revenue
• Decrease cart and browse abandonment
• Increase cart and browse recovery
• Increase visibility of campaign success
• Optimise campaign performance

“Spotler’s solution had a fast and noticeable impact on our cart abandonment recovery rates.”

Lowered Cart Abandonment rate

Luke 1977’s cart abandonment rate before integrating Spotler’s CDP was around 62%. Within months after launching the solution, the average was down to just 55% (low compared to industry standards). This result alone showed an encouraging return on investment.

Spotler’s solution had a fast and noticeable impact on Luke 1977’s cart abandonment recovery rates. Customers purchasing through a cart abandonment email increased from 5% to 8%—a staggering 60% increase.

Double the sales

Before implementing our CDP, Luke 1977’s sales attributed to its onsite and email marketing campaigns were 16%. Now, they’re up to 30% due to the new personalisation and re-engagement features of using the CDP, which is significant growth.

Luke 1977 now has full access to graphical information and tailored reports. This allows them to drill down into each marketing activity. They can optimise marketing campaigns within minutes to gain more ROI from noticeable real-time trends.

Previously, the data they received was very top-line. Now, they have visibility on the products visitors have put in their baskets, abandoned, or purchased. They can also see which and how many products a person looked at before they bought.

Predict behaviour

This level of insight allows Luke 1977 to predict and shape behaviour. They can move visitors more smoothly through the sales funnel, increase conversions, and improve customer retention.

Within a short time, Luke 1977 is already achieving its goals to generate more revenue, improve conversion rates, and enhance its website experience through personalisation.

The brand is already seeing an increase in loyal customers and repeat purchases. Next, they’ll introduce website pop-ups to grow their email database and timely calls to action to enhance visitor personalisation, the user experience, and urgency to purchase.