Providing a tailored, targeted customer experience that delivers the right content to the right people is important to Vapouriz, since vaping products fall into distinct categories with little crossover. Additionally, vaping industry online advertising restrictions mean conversion and retention are crucial stages in the buying journey for companies like Vapouriz.
With the need to capture accurate customer data and personalize the email and website experience, and only a basic abandoned cart solution in place, Vapouriz turned to Fresh Relevance to optimize their largest site, vapestore.co.uk. We caught up with Sam Norris, eCommerce and Digital Marketing Manager, Shereen Atkinson, Head of eCommerce and James Marten, CRM and Digital Marketing Executive to find out more.
"We were already using an abandoned cart solution, but we felt restricted and the ROI was questionable. We wanted to work with a company that offered more than just cart abandonment and we wanted to be able to manage the campaigns ourselves. We also needed a tool that could integrate with dotdigital, our ESP, but most importantly, we needed a solution that could grow with us. Fresh Relevance ticked all those boxes," says Shereen.
Shereen continues: "Working with Fresh Relevance has been a really positive, professional experience. There are continual, two-way conversations and the support is great."
Vapouriz is one of the leading electronic cigarette and e-liquid brands in the UK, manufacturing almost 200 different flavors in their purpose-built UK Lab. Vapouriz also offers their customers a curated selection of e-liquid and premium vape kit brands via their flagship Vapestore website.
Data capture popovers
Vapouriz got straight to work with Fresh Relevance to implement a data capture popover on their website, ensuring they were capturing shoppers’ details to improve the overall customer journey.
"We've seen significant growth in our email lists since we implemented the data capture popover nine months ago. We set up the popover just before the UK went into lockdown, which was perfect timing since our website traffic increased during this time, making the popover incredibly effective," says James. “Previously we had a static block on the homepage and a checkbox in the cart, and it wasn’t the most dynamic solution. By implementing a triggered popover our average monthly subscribe rate has increased on average by over 600%,” continues James.
"By implementing a triggered popover our average monthly subscribe rate has increased on average by over 600%"
James Marten, CRM and Digital Marketing Executive
Cart and browse abandonment emails
With retention high on the agenda, Vapouriz made use of Fresh Relevance’s cart abandonment functionality, including a dynamic content SmartBlock recommending products shoppers can add to their cart to meet the free delivery threshold.
With Fresh Relevance, Vapouriz has a higher than average cart abandonment ID rate, enabling them to reach a large number of customers with their triggered abandonment email program.
"We've seen a 10% increase in AOV from our cart abandonment emails and a 25% increase in AOV from our browse abandonment emails," says James.
Vapouriz are continually optimizing their abandonment emails by using Fresh Relevance to test send times.
The huge increase in demand for vaping products during the Covid-19 lockdown meant Vapouriz were faced with inevitable stock issues and needed a solution in place to avoid customer frustrations and potential lost revenue.
"We worked with Fresh Relevance to put together an out-of-stock popover that would trigger on the pages of products that were out-of-stock, recommending alternative products for customers to purchase instead," explains Sam.
"Having a solution like Fresh Relevance was vital for us because it ensured we didn't have huge exit bounce rates. We really saw a positive return on investment because of that," adds Shereen.
Vapouriz have also been using Fresh Relevance product recommendations more widely throughout the customer journey, implementing 'frequently bought with this' recommendations on product pages, as well as trending product recommendations on the homepage.
"We’ve seen a 29% increase in AOV thanks to onsite personalization,” says Sam.
Vapouriz are using Fresh Relevance’s social proof functionality to display star ratings and reviews on products throughout their email and website marketing. These ratings and reviews are pulled through from their review provider, Yotpo. “We already knew that conversion rates are more than double for users who interacted with the reviews on our site and we wanted to make more of this. We took the decision to include the star ratings on our SmartBlocks after trialing the social proof module,” explains Sam.
"Working with Fresh Relevance has been a really positive experience. There are continual, two-way conversations and the support is great."
Shereen Atkinson, Head of eCommerce
Next on the agenda for Vapouriz is a post-purchase email program.
"We're keen to implement post-purchase emails and we want to get really granular with our targeting," says Sam.
A key goal for Vapouriz is personalizing the customer journey even further.
“Ultimately, we want to create targeted on-site experiences for each user and take them through their buying journey with relevant products, and we'll be using a lot of Fresh Relevance tools to tailor that experience”, explains Shereen.