Creating customer journeys that convert

Challenge

Scribbler is an established UK greeting card retailer known for its tongue-in-cheek designs for all occasions. With over 30 brick-and-mortar stores in the UK, Scribbler launched its e-commerce site in 2011 to make its cards accessible to anyone. UK consumers buy more cards than any other nation: 33 cards per person each year! However, modern consumers – particularly millennials – are increasingly likely to favour texts or social posts over traditional greeting cards. The savvy team at Scribbler understood that to compete with the ease of modern communication, they needed to make purchasing cards online a simple and relevant experience.

Yieldify’s Solution

Scribbler chose Yieldify to respond to modern consumer expectations with onsite customer journeys that convert. Drawing on learnings from over 10 billion interactions, Yieldify proposed a strategy to increase sales, email capture, average spend and loyalty through the Scribbler website.

New customer acquisition focused on exiting first time visitors. Yieldify triggered an overlay offering 10% off their first order. Visitors who submitted their email address unlocked a promo code to redeem the offer at the checkout.

To increase conversions, Yieldify ran a campaign that targeted customers showing intent to exit with less than £5 of items in their basket. Using Yieldify’s Dynamic Promotion feature – content that changes in real time based on the value of items in a customer’s basket – a visitor with £2 worth of items in their basket would be encouraged to ‘Spend an extra £3 to get free delivery’ via an overlay. 

Customer loyalty isn’t built overnight: each relationship needs to be nurtured. To do that, retailers need to ensure the experience stays fresh and relevant. To help Scribbler cultivate loyalty, Yieldify developed a campaign to target abandoning returning visitors by re-engaging and redirecting them to the ‘new arrivals’ section.

Result

The new customer acquisition campaign influenced nearly 3000 sales and captured over 750 email leads for further nurturing. The campaign targeting visitors with items in their basket delivered a message personalised to each customer’s onsite journey and influenced over 1000 sales. ‘New arrivals’ messaging influenced over 750 sales. Together, Yieldify campaigns influenced 19,000 sales and increased email leads by +17.9% in just 3 months.