Kitchenware Direct:
Recipe for Online Conversion
Peter Macaulay, Director, Kitchenware Direct
Who is Kitchenware Direct?
 Australia’s largest pure play online cookware & kitchenware retailer
 250,000 satisfied customers
 23,000 product reviews
 50 staff - based in Bibra Lake, Perth
 120,000+ email subscribers
 31,000 Facebook fans
Online Shoppers Perspective
* Source Invesp
Marketers Execution
74%
of marketers know
that personalization
increases customer
engagement
But
Only
19%
of marketers are
actually using
personalization
* Source Econsultancy
Main Barriers to Website Personalisation
 IT roadblocks
 Legacy technology
 Lack of budget
 Inability to translate data into
action
* Source Econsultancy
Kitchenware Recipe for eCommerce Personalisation
Onsite
Personalisation
Personalised
Product
Recommendations
Cart
Abandonment
Emails
Ingredient 1 – Onsite Personalisation
Segmenting &
Targeting the
customer that
lands on our site
in Real Time
Personalisation Rule 1: Introduce a Geo Targeted Message
NZ customers who saw the
message converted at
while the
control group (NZ customers who did not
see the message) converted at
Personalisation Rule 2: Present popup coupon to first time visitors
Personalisation Rule 3: Banner presented only on the 2nd page of the
session. Presented only to visitors browsing on a computer (not on a smartphone or a tablet)
Personalisation Rule 4: A coupon offering 5% off to people
who have not purchased in the past year but it’s their 3rd visit already
Personalisation Rule 5:A welcome back banner
presented to returning visitors who abandoned a cart
Weather Related Promotion
Ingredient 2 – Personalised Product Recommendations
Onsite
Presonalisation
Visitors are presented
with the most relevant
recommendation type
based on their current
intent and past browsing
/purchase data
Product
Recommendations on
Product Page
Tip:
Enforce the customer to buy –
present a recommendation which
shows that others are also buying
this product
Cross -Sell
Recommendations on
Shopping Cart Page
Cross Sell Tip:
On the shopping cart don’t show cheaper
alternatives to the product the customer
already added to cart
Promoting Products: Even though the recommendations are automatic, we
have full control and can override them according to our merchandising strategy
Presentation on
Product Page:
Product Recommendations Results:
Total Site Revenue
from
Recommendations
Increase in Average
Order Value
Conversion Rate
from Product
Recommendations
People who Engage with Recommendations Convert at
Higher Rate Compared to Site Average Conversion Rate
Ingredient 3 – Convert Abandoned Cart Into Sales
Cart Abandonment
Emails
Onsite
Presonalisation
Personalised
Product
Recommendations
Multi-stage campaign
Convert Abandoned Carts into Sales
Multi stage cart abandonment email campaign
First Email
After 2 hours Support email
no promotion
2nd Email
After 48 hours Promotional email
with promotional
coupon
Building our Email Subscriber List
 Signup during checkout/footer
 Back in stock notifications
 Offers on site (via popups etc)
 Competitions – promote
sharing
 Send My Cart Pop-up
Send My Cart Feature: Capturing first
time visitors email address before they exit
Send My Cart
Featured Doubled
our Captured Email
Volume !
Abandoned Carts Campaign Results
All Emails Open rate
Abandoned Carts Emails
Conversion Rate
Conversion rate
email 1 -
Conversion rate
email 2-
Send my Cart
Email
Conversion Rate
Cart Abandonment
Campaigns ROI
Building our Email Subscriber List
 Signup during checkout/footer
 Back in stock notifications
 Offers on site (via popups etc)
 Competitions – promote
sharing
 Send My Cart Pop-up
Results
Expect?
Onsite you Can Product
Personalisation
Recommendations
Abandoned Cart
Emails
Increase Sales & Conversion Rate by as Much as
Contact me:
Email: peter@kitchenwaredirect.com.au
Contact Barilliance:
Email: osric@barilliance.com