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Established 1996
Wednesday 13 November 2019


Payments Awards 2019

Heal’s increases web conversion with BounceX

Written by Peter Walker

British furniture and homeware retailer Heal’s has improved online conversions and reduced cart abandonment with a solution from BounceX.

The behavioural marketing technology provider helped the brand identify online customers, determine where they were on their sales journey and find ways to move them along the path to purchase.

BounceX deployed its email capture techniques and proprietary identity resolution technology, allowing Heal’s to increase visitor recognition across devices, sessions and browsers by around 300 per cent.

As a premium homeware brand operating in a high consideration market, Heal’s recognised that customer buying journeys often took longer, especially due to the ‘big ticket’ nature of its collections. In fact, nearly half of the purchases on Heal’s website involve three or more sessions, often across more than one device, before conversion.

Despite spending the bulk of its media spend on targeting customers with intent via adwords, Heal’s found that it could not identify the customers it was driving to its website – particularly those using more than one device.

David Kohn, customer and e-commerce director at Heal’s, explained: “With this partnership, we’re able to deliver relevant, motivating messages to prospects wherever they are in the sales journey, and the continuity of messaging across devices and sessions means they get a consistent experience.”

The targeted and personalised marketing meant the retailer saw a 53 per cent increase in emails captured per month and 9.1 per cent of its total digital revenue was driven as a direct result of BounceX trigger emails.

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