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Ardington, Cutlure Vulture, Museum Selection, Pia Jewellery and Adestra logos

Brand

Ardington Ltd. is the parent company that owns multi-channel retailers Pia Jewellery, Museum Selection and Culture Vulture Direct.

Objectives:

  • Improve customer loyalty
  • Increase engagement for automated emails
  • Enhance customer experience – provide regular communication, build trust, and recognize and reward returning customers
  • Improve conversion rate and revenue

The Challenge

Ardington had lifecycle programs in place across their three brands using Adestra’s Automation Program Builder. However, they realized that the programs were not performing as well as they could be. They had all the basics in place, but they needed to build on this, and optimize for their differing brand audiences as well as online and offline customer journeys. For example, they discovered that in some cases customers were being sent post-purchase upsell emails before receiving their initial order.

The Solution

Supported by their Account Manager, Ardington reviewed their email communications across the customer lifecycle, analyzing performance and customer behavior, and looking for opportunities to enhance the customer experience and encourage repeat purchase. They also worked closely with different teams within their business such as the catalog team, buying team and suppliers to get a better understanding of the processes and the customer journey for each brand.

Culture Vulture birthday program

Culture Vulture birthday email male and female segments

 

Using this insight they worked on optimizing the timings, segmentation, and content of their existing programs and adding new journeys and triggered emails as appropriate.

Ardington customer lifecycle journey

An illustration of the customer lifecycle.

Results

As a result of this optimization, Ardington were able to deliver a better customer experience and achieve better results across their lifecycle programs and business as usual campaigns. In the following 6 months after implementing the changes, each brand reported the following results:

  • Museum Selection:
    • +80% increase in email revenue
    • +17% uplift in conversion rates
    • +50% email traffic growth
  • Culture Vulture:
    • +91% growth in email revenue
    • +21% increase in conversion rates
    • +60% increase in email traffic
  • Pia Jewellery:
    • +23% uplift in revenue per email
    • +6% uplift in conversion rates
    • +29% increase in email traffic
65%

average increase in email revenue

15%

average increase in conversion rates

What’s next?

The Ardingon team are planning to develop their welcome program further by introducing the brand story to build customer advocacy and testing incentivization on first purchases. They are also planning to improve the post-purchase experience by including relevant content based on department shopped, developing VIP programs and adding segmentation based on spend.

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