How WildEarth Uses Barilliance to Multiply Conversions
Brought to you by WildEarth & Barilliance
WildEarth is Australia's favorite adventure gear store online. Since 2004 WildEarth has been providing an extensive selection of adventure gear both online and in-store. The WildEarth e-commerce store runs on the Neto e-commerce platform (now part of the Maropost Commerce Cloud).
For over 6 years now, WildEarth has been using the Barilliance personalization platform to create highly personalized shopping experiences for their customers across all channels, emails and devices. Barilliance has developed a very low touch integration for Maropost Stores that simply involves adding the Barilliance script to the site. Beyond that, no coding or development resource is required and Barilliance manages all the product & campaign setup along with the reporting and analytics.
Barilliance is a highly automated platform so Maropost customers can easily integrate Barilliance personalization without having to commit significant internal resources. Below are a few examples of personalization techniques which WildEarth have integrated with great success and which are available now to all Maropost customers globally.
Multiplying Conversion Rate With Personalization
WildEarth has a large product catalogue. This presents a challenge to provide the right product to the right customer at the optimal time.
To create a better customer experience, WildEarth uses Onsite Personalization and Product Recommendation products. Merchandising is now a dynamic experience for customers. Offers reflect the customers in-session behavior and preferences, and all widgets are updated in real time.
Key Personalization & Recommendation Results
+337%
Ecommerce Conversion Rates
+68%
CR from Personalized Email Widgets
+11%
Avg. Revenue from Recommended Items
Updating Main Pages in Real Time
Great customer experiences are relevant.
With Barilliance, WildEarth is able to dynamically change content modules based on shopper's current and past behaviors.
For new visitors, WildEarth makes a "best guess" as to which products are relevant, using first party data aggregated by historical visits.
However, as soon as a visitor begins interacting with the site, Barilliance is able to identify revealed preferences and personalize touch points across the site accordingly.
Here, a first time customer views an Osprey bag for sale. When they return to the category page, they are now presented with items they are most likely to purchase, based on other shoppers who viewed the Osprey bag product.
Addressing Customer Concerns Immediately
With onsite personalization, you can react to any customer behavior.
One example is price comparison shopping. WildEarth is able to identify when a customer is about to price shop by recognizing when a customer highlights a product name.
They then interrupt this pattern with a relevant price match guarantee. This simple pop-up addresses shopper's price concerns immediately.
Personalized "Picked Just for You" pages
Dynamic "Picked Just for You" pages give customers a way to immediately see a collection of relevant offers in one place.
This is especially helpful if you have a large product catalogue. Amazon was one of the first to pioneer this technique, and here WildEarth uses Barilliance to create personal pages for each customer - even before they are logged in.
Before any preferences are revealed, WildEarth displays site wide best selling products.
However, after customers reveal which types of products they are interested, this page is populated with products they are most likely to purchase.
Dynamic product labels with "Live"
WildEarth is able to further personalize recommendation widgets by incorporating live badges.
These badges are dynamically placed within Barilliance Recommendations when they satisfy pre-defined criteria. Examples include
Implement product labels on any Category pages
Product labels can also be incorporated on category pages to help customers discover the right products.
Barilliance automates the injection and allows customers to tailor the design to fit their site.
Maximizing Repeat Purchase & Lifetime Value With Retention
WildEarth is a leading outdoor retailer in Australia. With a strong existing customer base, WildEarth wanted to build on their customer relationships through personalized, relevant messages and offers. Along the way, they want to drive repeat purchases and bring back lost customers to their stores.
With Barilliance, WildEarth is able identify these (and countless other) key customer segments. The results speak for themselves.
Key Retention Results
36%
Open Rate
12%
Click Through Rate
6%
Conversion Rate
Creating Loyalty for First Time Customers
With Retention, WildEarth can create any number of customer segments. Visitors are automatically enrolled as they meet defined criteria.
Above, WildEarth defines a new customer segment. Using Barilliance, they then trigger a specialized post-purchase email to initiate a deeper relationship and drive repeat purchases.
To help personalize these interactions, they utilize a number of Barilliance email features, including:
Reviving Dormant Customers
Another key customer segment WildEarth focuses on are lapsed customers.
Barilliance gives you the ability to define segments however you like. Customers can be segmented by first order, last order, number of orders, or order value.
Retention campaigns can be triggered for any segment, with progressive offers for those that don't respond.
Recovering Revenue With Advanced Triggered Emails
Cart Abandonment Email Key Results
52%
Open Rate
26%
Click Through Rate
19%
Conversion Rate
Solutions Employed
WildEarth leverages email in a number of ways to reengage customers.
However, to be more responsive to customers, they wanted to implement a series of triggered emails. In the process, WildEarth setup a number of triggers, including abandoned carts and responding to pinned lists.
For WildEarth, their most used trigger is in response to abandoned carts.
Cart recovery revenue has two key drivers. First, the number of anonymous shoppers you are able to recognize/collect contact information on to retarget. The second driver is how effective your outreach is.
Here's a few ways Barilliance helps both.
Triggered Email Booster
Barilliance's Booster Pixel allows you to greatly increase the number of customers you can reengage.
With the tag, your store can recognize returning customers that visit via any email blast, regardless if they sign into your store or not.
In WildEarth's case, they are able to communicate with 82.4% more customers using the technology (3.4% of abandoned sessions before, 6.2% of abandoned sessions after).
Smart, Automatic Multi-Step Campaigns
We showed how effective multi-step campaigns are in our Skandium case study.
However, in addition to dynamically changing the recommendations and subject lines, Barilliance allows you to alter your messaging based on the value of the cart.
You have the flexibility to offer different incentives to customers that mean more to you - whether that's expedited shipping, added services, price incentives, exclusive products, or more.
In WildEarth's case, they recognized they have more flexibility with price incentives on higher AOV carts, and provide a monetary incentive to close the deal. On lower AOV carts, they highlight other benefits such as easy returns and everyday low prices.
Claud P. Operations Manager, WildEarth
"My overall experience with Barilliance is great. The software is user friendly and the team behind it is just as good. If I forgot something or am stuck with an issue, the team always steps up and in the majority of times even fix the issues for me. Perfect example of customer service done right"
About Barilliance
We help retailers increase revenue by creating personalized experiences for their customers across mobile, web, and email.
We do this by aggregating and collecting your data in one place, and using machine learning to automatically create optimal experiences overtime. Partners have the ability to explicitly create personalization strategies that match their own business objects.
Our technology stack has helped well over 500 world class companies, including US Appliances, GANT, and Pushys.
If you believe personalization can help create better experiences for your customers and increase revenues, fill out the form and speak with a personalization expert. Discover if Barilliance is the right partner for you.
About Barilliance
We help retailers increase revenue by creating personalized experiences for their customers across mobile, web, and email.
We do this by aggregating and collecting your data in one place, and using machine learning to automatically create optimal experiences overtime. Partners have the ability to explicitly create personalization strategies that match their own business objects.
Our technology stack has helped well over 500 world class companies, including US Appliances, GANT, and Pushys.
If you believe personalization can help create better experiences for your customers and increase revenues, fill out the form and speak with a personalization expert. Discover if Barilliance is the right partner for you.