The collaboration between L'Occitane Spain and SaleCycle came about in response to the previously mentioned challenges and objectives. Initially, the implementation focused on addressing cart abandonment and recovery, as well as the recognition of anonymous users, through solutions such as ‘abandoned cart’ and ‘email my basket’. Subsequently, several optimisations were carried out and on-site solutions were implemented to support user retention.
Anonymous User Identification and On-site Retention:
L'Occitane Spain was struggling to identify anonymous users on its ecommerce site. Through SaleCycle's implementation of the EMB (Email My Basket) solution, the company introduced a Dynamic On site Pop-in where users could provide their details to receive a summary of their cart by email. Thanks to this solution, the company managed to increase the number of Opt ins, allowing the identification of anonymous users and facilitating personalised communication with all of them to encourage conversions.
Having seen how effective this campaign was, SaleCycle's Account Manager proposed an optimisation which proved highly successful. To increase the visibility of the EMB pop-in, it was implemented on additional strategic URLs in the qualitative visitor's journey, beyond the cart page and the check-out process. As a result, the display rate tripled.
In order to recover lost sales, L'Occitane Spain implemented SaleCycle's abandoned cart solution. The implementation of this solution was tailor-made, as it was decided to only focus on non-logged-in opt-ins that had been previously identified thanks to our MPS (Marketing Permission Service) solution. This decision was taken with the aim of increasing the reach of the campaign. With this solution, all users who had added items to their cart and had not completed the purchase, would receive 2 cycles of personalised abandoned cart emails focused on conversion. These emails aimed to add marketing pressure on potential customers to complete the purchase.
Throughout the campaign, several optimisations were carried out. These included the development of A/B tests to improve the results of abandoned cart emails. Through this test, it was determined that including emoticons in the subject lines of the emails favoured conversion, going from 29% to 38%.
L'Occitane Spain wanted to explore how SaleCycle's Temporal Targeting could help them increase their e-commerce revenue. To do this, they decided to work with the SaleCycle Account Manager to develop the ‘Family and Friends’ campaign. Through this action, each of the users who had abandoned their shopping cart in the last 30 days, received an email offering them the possibility to continue with their purchase with an additional 20% discount.
In terms of favourite solutions, they highlight the effectiveness and positive results achieved with the ‘email my basket’ and ‘abandoned cart’ strategies. They comment that these solutions have proven to be highly effective in recovering lost sales and improving the customer experience in the online shopping process, which has led them to renew the solution on an annual basis since its implementation.
SaleCycle has now become L'Occitane Spain's leading solution for the recognition of anonymous users. The company expresses great satisfaction with the results achieved so far. They are in constant collaboration with the SaleCycle Account Manager to, together, identify areas for improvement. The partnership is constantly evolving. L'Occitane Spain intends to continue implementing SaleCycle solutions.
"From the beginning we knew we needed a solution to identify users who were not logged in or out of our database and impact them with a campaign to recover those abandoned baskets. SaleCycle presented us with a clear, simple solution with ongoing support to optimise results. Together we have grown year after year and we hope to continue to be successful."
