case study

Harvey & Thompson achieves £150k new sales in first 10 weeks with Dotdigital and Fresh Relevance

Learn how this online jewellery business has unlocked new revenue with personalized cart abandonment emails.

background

Harvey & Thompson, a trusted jewellery retailer turned to Dotdigital and Fresh Relevance to launch an optimize their cart abandonment strategy

results

£150k in new sales revenue

in the first 10 weeks of working with Dotdigital and Fresh Relevance

solutions

Personalized cart abandonment emails

key integrations

introduction

Background

Harvey & Thompson (H&T) is the UK’s largest pawnbroker and one of the largest retailers of high-quality pre-owned and new jewellery and watches. The company has built and maintained its reputation over more than 120 years, continuously evolving to meet the needs of its customers both on the high street (where it has been a constant presence since 1897) and online.

The importance of having an effective digital strategy is highlighted in a recent report that online sales were responsible for 30% of jewellery sales in the UK in 2023.

results

Explore uplifts

£151,843

new sales revenue within 10 weeks of implementation

solutions

Personalized cart abandonment emails

“With Dotdigital and Fresh Relevance’s combined capability we were able to personalize each email with banner imagery and details of products still in the customer’s shopping basket. What’s more, we also have total control over timing and frequency of when the email would be sent.”

Alicja Dela, Harvey & Thompson

The project focused on H&T’s cart abandonment email strategy, using Dotdigital and Fresh Relevance to automatically send a personalized email to every customer who places items in their shopping basket but leaves before completing the transaction.

Working with Dotdigital’s Professional Services team, H&T has optimized every element of the strategy, from the design of each email to controlling the timing and frequency of customer engagement, based on their pre-defined criteria. The Professional Services experts built on-brand email templates for each product category – watches, jewellery, coins and gold bars.

“We tailor the number of emails a customer is sent based on product value, so someone interested in a premium watch will receive a multi-stage campaign, which differs to those looking for lower value children’s jewellery for example.”

Alicja Dela, Harvey & Thompson

The timeliness of abandonment emails is vital as items such as watches and jewellery are often purchased for birthdays, anniversaries, engagements etc.

H&T wanted to ensure that they engaged proactively, in a way that would be received positively by the customer, without sending disproportionate volumes of emails to a customer. To avoid this H&T can manage the frequency of emails by setting rules within the Dotdigital platform.