How Vodafone utilised SaleCycle’s conversion suite, resulting in 2,000 additional sales per month

Telco

+12%

Conversion Rate

+51%

Sales Increase

+36%

Open Rate

CUSTOMER SUCCESS

About Vodafone

Vodafone is one of the leading telecommunications companies in Europe and Africa and Europe's largest and most dynamic 5G network. Vodafone has 323 million mobile customers in 21 markets and 48 partner markets around the world. They deliver a variety of cutting-edge technologies and digital products and services to our markets, including: smartphones, broadband, AI, cloud services and more.

THE CHALLENGE

Challenges and objectives

Vodafone was working with a competitor and wanted to see how SaleCycle could improve their performance. The initial goal was to focus on home broadband, with the idea that if successful, it would be extended to all products. The main objective of the campaign was to increase the conversion rates of abandoned carts on-site for the home broadband team. The company wanted to boost the number of home broadband sales since this campaign had previously taken a back seat, with phones and SIM cards being prioritised.

THE SOLUTION

On-site remarketing campaign

On-site remarketing was implemented to help Vodafone's teams achieve their key objectives. The main aim of this campaign was to increase on-site conversion rates by displaying attractive offers when a customer was inactive or about to click away from the website to persuade them to stay on and complete their purchase. A first display ad was launched, which the company has been using every month to promote the latest offers. The second on-site remarketing solution was called “Problem Solver”, with the aim of solving a key question: “What is the customer looking for during their journey? This was based on the idea of a customer physically walking into a Vodafone store and being greeted by a sales assistant. The onsite “Problem Solver” message helps to understand the customer's needs and suggest the best solution.

Intelligence Centre

Activation Suite

Basket abandonment email campaign

Using SaleCycle, a two-cycle basket abandonment email campaign was launched, including a consent scraper for home broadband. The optimisation phase focused on the open rate and click-through rate, which improved performance. A third email cycle was also launched to further improve performance. Following the huge success with home broadband, the campaign was rolled out to all products on the site, taking over from the previous supplier. This included the launch of a two-cycle basket abandonment campaign for phones, SIM cards, tablets, and laptops with 3 key customer teams: Acquisition (new customers), Second Line (existing customers buying another product), and Upgrades (existing customers upgrading their package). Once again, after initial success, third cycle emails were deployed for all live campaigns to improve performance by a further 5%.

Intelligence Centre

Activation Suite

Ai Studio

Image showing Breitling on screen message examples on a laptop and iPhone

THE RESULTS

What happened next.

+12%

Conversion Rate

+51%

Sales Increase

+36%

Open Rate

Vodafone was able to increase online sales across all its teams by implementing SaleCycle's cart abandonment program and on-site campaigns. SaleCycle is responsible for generating over 2,000 online sales each month from cart abandonment alone. In just 90 days, SaleCycle contributed to 2.66% of all Vodafone's sales.

" Partnering with SaleCycle has been a valuable step in our digital strategy. Their solutions, especially the abandoned cart and remarketing tools, have helped us better engage with and convert visitors who were previously anonymous. We’ve seen steady improvements in user recognition and sales. "

Julia Canas 
CRM & Customer Journey Manager

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How Stella McCartney recovered abandoned baskets on a global scale, engaged new audiences and increased average order value (AOV).

Background Stella McCartney spans women’s ready-to-wear, menswear, kids’ clothing, accessories, swimwear and lingerie. As well as performance-wear collaborations with Adidas, fragrances and more. Stella McCartney also has 55 freestanding stores across New York City, London, Los Angeles, Paris, Milan, Tokyo, Shanghai and Beijing. Their collections are now sold in 77 nations through 863 specialty shops and department stores, and ship to 100 countries via online. Recovering Global Abandoned Baskets & Engaging New Audiences Working with SaleCycle since 2014, Stella McCartney has implemented a global strategy using SaleCycle’s solutions. SaleCycle implemented a 2-cycle cart abandonment campaign, which triggered emails at optimum times. The 2-cycle timing of emails was tested against user behaviour data to ensure the highest engagement. The email campaign also included quick-links to ‘Stella Recommends’ which directed abandoners to other key pages on the site. All email campaigns were aligned with the current season visuals with options to view key collections to enrich the user journey and grow user engagement. SaleCycle’s Marketing Permission Service enabled Stella McCartney to geo-locate customers, and then trigger abandonment emails when the appropriate consent requirements for their location is met. There was already a successful cart abandonment retargeting campaign in place, which retargeted users that had abandoned a browsing session. This enabled Stella McCartney to engage new audiences that they weren’t previously reaching.