Who:

Leading fashion retailer

Strategy:

This fashion retailer maximized the impact of shipping confirmation emails by adding a product recommendation widget directly in the email body, after the shipment information. The widget used the “purchased together” algorithm to show items commonly purchased alongside the item already bought. This created a personalized, relevant experience for the customer that also anticipated future needs or desires based on their most recent purchase. Over time, this increased retention and the number of average recurring orders per customer.

Hypothesis:

Customers who have already purchased from a retailer are much hotter leads than new visitors, and it’s important for retailers to cultivate loyalty with their existing base. Shipping confirmation emails are valuable opportunities to continue engaging with this group, all without requiring the customer to visit the website or physical store. By maximizing this touchpoint, companies can build loyalty and increase the average number of recurring orders per customer.