Web personalisation drives sales uplifts - Fresh Relevance report

By

Nigel TAYLOR

Published
Mar 22, 2022

How good were marketing tactics for fashion, jewellery and luxury online retailers in February? Well, they generated a 32% total sales uplift, according to the Monthly Real Time Marketing Report from Fresh Relevance, based on 350 global companies.

Importantly, 15% could be attributed to web personalisation, 9% to cart and browse abandonment emails, 4% to email personalisation and 4% to other triggered emails, including back in stock, price-drop and post-purchase messages, the report claims.

It highlights how e-commerce generated £316,000 in extra sales per £1 million turnover by using web and email personalisation, cart and browse abandonment emails and other triggered emails.

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Mike Austin, CEO and co-founder of Fresh Relevance, said: “Sales uplifts increased by 28% compared to the previous month, with web personalisation leading the way as the tactic that generates the most revenue.

“There are several reasons why February was a successful month for our clients. Jewellery, luxury, gifts and fashion launched campaigns around Valentine’s Day. Home, garden and  travel companies also benefited from seasonal effects, with consumers beginning to plan holidays and making home improvements in readiness for the summer.”