mens suit

Brook Taverner

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

 

At any one time on the Brook Taverner website there is usually one or two key split tests running. Nothing is rolled out based on guesswork – this has shown us exactly what’s working and why. We can quickly spot and test industry trends to see if our customers respond.
Brook Taverner drives a lot of traffic using catalogue marketing and this leads to a lot of coupon usage. We have built technology to provide instant feedback on coupon usage, showing up any issues right away. There’s nothing worse than getting the coupons wrong after spending thousands to send out brochures. You only get one shot!

 

Customer Recruitment Via Google Adwords

 

Google Adwords has been a key part of our growth. Starting with Google Search and utilising landing page offers, constantly split testing messaging to gain the edge over the competition. We then transitioned successfully from a Google Search recruitment strategy to Google Shopping. Having to develop the Google Shopping channel to fit the Brook Taverner offer model worked well and we continue to grow.
House file email growth and revenue continue to be vital to our growth online. Using tools like ScentTrail to increase data capture and incentivise sales has enabled growth to continue. Focusing on deliverability and integrating with tools like Return Path enable our emails to sell.

 

 

“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.

 

 

Smartebusiness doubled our eCommerce revenue within 6 months

Jason Scott, Brook Taverner

More Projects

Behind the scenes at Smartebusiness

Time to explore your Ecommerce Growth?
Just fill in the form below and we'll be right with you.