Challenge
An FMCG company noticed that although consumers shopped regularly, they only bought basic products. They rarely added items to their shopping cart that complemented what they had already purchased.
Action
- Contact segmentation and product relationship analysis
Consumers were dynamically divided into segments based on their purchase history and preferences. At the same time, an advanced shopping cart analysis was conducted to identify natural relationships between products. - Use of Feed Manager
The company entered individual products from different categories into the iPresso Feed Manager. - Use of personalized recommendation frames
The iPresso system pulled data from the feed and displayed complementary products tailored to the consumer's needs in recommendation frames. - Sending messages with recommendations
- The company launched a series of automated cross-selling activities tailored to individual consumer behaviors and preferences. Consumers received personalized emails with dynamically changing content.
Results
- The average order value increased by 18%. Consumers were more willing to add complementary products to their carts thanks to cross-selling campaigns.
- Retention increased by 12%.
- Consumer satisfaction increased by 14%, as consumers appreciated the convenience of finding complementary products and personalized offers.
