Magento Development, Marketing Consultancy and Marketing Implementation for menswear brand Brook Taverner.
Smartebusiness has been working with Brook Taverner for over 10 years and has helped grow the brand into one of the UK’s leading menswear retailers. When we met, Brook Taverner were a catalogue only company, and we have worked with them to build their website, help with their growth strategy and to improve their marketing revenue. Revenue has doubled many times during our tenure with this client and we continue to push hard to remain relevant and keep growing. Brook Taverner are a pleasure to work with and our success together is a true partnership.
Challenges
People weren’t repeat buying – so we wanted to increase the LTCV (lifetime customer value). One of our main objectives during our work with Brook Taverner has been to capture a wider audience of customers. In order to do this, we implemented our own ‘Brightowl’ system onto their website, which encourages data capture in return for an offer (i.e. email capture in return for a discount code)
In addition to this, we have our ‘Scenttrail’ system set-up on the website. Scenttrail is an intelligent system that assigns every website user an ID. Using this ID we can send follow-up emails for product, category and basket abandonment (note: you don’t have to be logged in to receive these!)
With Brightowl & Scentrail working together to acquire and convert more customers, we’ve seen a great increase in revenue.
Split Testing To Increase Conversion Rates
Customer Recruitment Via Google Adwords
“smartebusiness have doubled our sales in under 6 months”
Jason Scott Director Brook Taverner.
Affiliate Management is also used to acquire new customers. We are constantly trying new Affiliate Marketing engagment techniques to increase exposure and email list inclusion in the UK’s growing number of Affiliate Marketing sies.
Successful Facebook Advertising Channel
As our customer set moved onto Facebook, so did we. Using multi-layer sales funnels on Facebook allows us to recruit new customers in our target age group. Then we can upload vingtiles based on our top spending customers and create lookalike lists of these specific buyers.
Stock Management
One of our recent projects with Brook Taverner has been to introduce a Stock & Bestseller Category Management Position Sorting System which has helped manage dynamically and on the fly products positions on the category pages based on being New, being Bestsellers and stock levels (i.e. we didn’t want low in stock and none bestseller products at the top of the category pages), instead we built a clever point weighting system to manage this. Since going live, for the two months it’s been live, versus the previous period 2 months revenue is up 14% and transactions are up 4%.
Black Friday Queuing System
We’ve had lots of public praise for our innovative Black Friday Queuing System that we built for Brook Taverner. In 2019, we decided to put something in place to help deal with the huge volumes of traffic that visit during the course of Black Friday week. Having a queue page enabled a lot more visitors to see the site as it could handle the required load. Without this, the server would not have been able to cope. This helped result in, over a week period YOY, the revenue being up 37% and Transactions of 65%.
If you would like more information or to find out how we can help you improve your website, or grow your revenue, please contact us.