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Sears PartsDirect Member Winback Program

Sears PartsDirect Member WInback Program

Summary

This program was built to attract customers to return to our website and complete their purchase with PartsDirect. As industry data was showing, customers regularly price shopped our websites, coming in more than 8 times before completing a purchase, with a majority of those visits coming from email. Analytics showed that 30% of our members would begin their journey and leave at the mid point of the checkout process.

In order to re-engage and attract those members to return and complete their purchase, we launched the Criteo platform to deploy triggered emails, immediately after the cart fall out. This program was launched with the strategic idea to re-engage the member with a percentage off their order that did not negatively impact our operating and profit margins.

The results were strong, showing more than a 10% lift in cart completions in the first 30 days and a total overall lift in revenue by more than $300,000 in the first 120 days.

Project Details

My Role:
Director Web Strategy & Digital Marketing

My Involvement:
Strategist, project manager, platform management, team leader

Applications Used
Criteo, Dreamweaver, Photoshop, Adobe Omniture