Tanners Wine Trade Case Study
Tanners Wine Merchant is a family business based in England, with a wide range of products and numerous international awards.
Approximately half of the company's sales are to quality-conscious hotels and restaurants, and the other half to private and corporate customers nationwide.
Objectives
With the introduction of SALESmanago marketing automation, Tanners Wine Merchant wanted to
- better understand the needs and habits of their customers
- focus on customer segmentation
- automate their marketing processes
- integrate online and offline sales
- improve recommendations
Solutions used by SALESmanago
- generate new leads through pop-ups and exit pop-ups
- automated welcome campaign
- dynamic segmentation of contacts
- automated dynamic abandonment emails
- regular mass email campaigns
- Recency, Frequency, Monetary (RFM) automation to segment contacts based on the date of their last purchase, the frequency of their purchase and the basket value of their orders
Previous quarterly results
- Emails sent using automation achieved a 225% higher open rate.
- The average order value of purchases attributed to clicks on social media platforms is 133% higher than the previous average.
- Emails sent using automation have a 939% higher click-through rate.
- 26% of transactions are attributed to clicks on social media platforms.
- 50% of the transactions were made using SALESmanago.
Development opportunities
- Product recommendation by Al in dynamic emails
- Automated campaigns to reactivate previous customers
Enhancing the search functionality of websites by using Search Engine Turbocharger, which uses artificial intelligence to show visitors more accurate and personalised results.