Every day 48% of Australians wake up with pain in the heel, arch or foot in general. But despite this, more than half will never visit a podiatrist.
This knowledge is part of what inspired the integrated footwear and retail company, Atomic Group, to increase its online presence for its line of orthopedic footwear, Homyped.
The task of reaching and serving that pool of potential customers online has fallen to Atomic Group e-commerce manager Cory-Dean West, a veteran of online sales in the wine industry and traditional retail at JB. Hi-Fi.
“We were recognizing that if 48 percent of people wake up with this type of pain and half of them are not going to see a podiatrist, then how to solve it from an online perspective and help people identify what the condition of the foot is, “said West CMO.
Homyped has developed an online shoe finder to help customers determine that and then link them to an appropriate product. But certain attributes of Homyped’s customer base led West to exercise caution when deciding how to best interact with them.
“Our demographic is quite specific, considering we have a much larger demographic,” West said. “Digital is not a place where this demographic plays a lot, so those basic customer journeys are very important.”
Delving into the data
To this end, Atomic Group contracted with its martech partner, dotdigital, to develop data collection protocols and forms to better collect data and strengthen the customer journey. This allowed the Atomic Group team to study customer lifecycles and closely analyze purchase paths to create tailored triggered email campaigns.
West said this has included making sure Homyped has been doing the basics right, creating automated customer tours for welcome, birthdays, abandoned carts, and three- and six-month recalls.
“Once people identify that there is a product that can help, and that process has been positive, the repeat purchase rate is pretty high,” West said. “The welcome has been the most successful campaign. There was a more than 300 percent increase in revenue in the first quarter of 2021 compared to the previous year, so it’s a huge contribution. ”
Another trip that involved a customer survey and a $ 20 reward yielded a 50 percent buyback rate. West said Homyped is now looking for additional ways to improve customer travel. objective
“We will soon launch SMS campaigns, something we have never done before,” he said.
Atomic Group is also taking the time to reinvest in its products.
“If we’re completely honest, it’s not an attractive product, but it does solve a problem for a customer,” West said. “We’re trying to make it have a broader appeal, so incorporate a little more of a style element, but still provide a functional shoe.
“That’s a challenge for the design team, but it’s also a challenge to communicate it to the client, because they don’t want to lose that existing customer base.”
The Atomic Group has also rolled out dotdigital into other brands, including the multi-brand retail business, Sportsco, which operates 26 franchised stores in Victoria, NSW and Queensland. In this case, West said the Atomic Group has been careful to increase online sales without losing margins for those stores. The new automated welcome campaign contributed 35 percent of total revenue growth at Sportsco, with a 30 percent increase in its database.
“These are pretty big numbers, but we are continually looking at how we can improve,” West said. “Don’t overlook the basics, but make sure you have an experienced partner to provide it. If we want to improve the end-to-end customer journey, it is important to work with a team that has experience executing. ”
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