Cooksongold is the UK’s largest one-stop shop for the jewellery maker with over 18,000 products. Along with a contact centre and trade counters in Birmingham and Hatton Garden in London, the website is an essential 24-hour resource for jewellers to purchase precious metals, gemstones and tools.
To deliver a website with the very highest-levels of personalization, the team at Cooksongold is taking advantage of the Fresh Relevance Site Editor to speed up the process of making changes to the website. E-Commerce Executive at Cooksongold, Jonathan Broadhurst, comments: “The Site Editor is fantastic! It places the power to positively impact the performance of our website firmly in the hands of our marketing and eCommerce team, freeing up the valuable time of our IT department in the process.”
The Site Editor gives the Cooksongold team total control over what content is presented on the website, but also how and where it is displayed, using an intuitive drag-and-drop interface. “The Site Editor gives us speed, agility and control. It means that we can build, test, trial and even implement a new customer-facing initiative, whether it be a Countdown Timer or Social Proof, in a single day,” adds Broadhurst.
“Fresh Relevance places the power to positively impact the performance of our website firmly in the hands of our marketing and eCommerce team, freeing up the valuable time of our IT department in the process.”
Jonathan Broadhurst, eCommerce Executive
The introduction of the Countdown Timer SmartBlock (SmartBlocks are pieces of customisable real-time, personalized content) to the shopping cart, provides a valuable reminder the visiting jeweller to apply their discount voucher code. Broadhurst notes its direct impact: “We have seen voucher redemption increase from 35% to 50%, which not only helps to drive sales but also boosts engagement with our customer.”
The most recent initiative has seen the company become one of the first retailers to integrate Fresh Relevance’s new ratings and reviews functionality, providing the team with capability to include powerful social proof elements in to its email marketing.
When Cooksongold began working with Fresh Relevance two years ago, it was to improve browse and cart abandonment rates, using triggered emails in conjunction with its Dotmailer email system. Today, that programme continues to successfully deliver additional sales for the company with a monthly revenue recovery rate of up to 8%.
The success of its abandonment programme and use of the Site Editor has led Cooksongold to put major plans in place to use the Fresh Relevance personalization platform to its fullest extent. Initiatives include the use of SmartBlocks to highlight recently browsed items on product pages, dynamically change pages to present information and products likely to be of specific interest to the customer, as well as personalized banners welcoming the customer by name on the homepage accompanied by helpful links to recently viewed categories.
Broadhurst concludes: “The Fresh Relevance team and its technology is a vital element of our marketing and eCommerce team. In fact, everything we have ever asked of them has been answered and addressed the same day.”