Developed promotional calendar based on customer lifecycle in an effort to drive orders while preserving margins as much as possible.
Established national retailer of niche home accessories facing intense competition from a leader in the marketplace.
Client was facing an extremely price-sensitive market lead by a competitor with a near-identical pricing strategy. In effect, the client was in a promotions war against an industry leader with access to significantly higher marketing funds.
Gild Group developed a promotional plan and discounting strategy strategically targeting customers and promoting engagement/conversions without devaluing product relative to the competition.
- Identified the ideal mix of published/visible promotional discounts and targeted discounts.
- Evaluated margins and costs relative to conversion rates at various discount levels to define the ideal discounting range for the client.
- Developed behaviorally-triggered promotional flows targeting high-potential customers at risk of going with the competitor.
Year-over-year conversion rates increased 67.5%. Online sales increased 35%. Maintained average order value despite taking a more aggressive approach to discounting.