Salmon delivers eCommerce optimisation services to Kiddicare.com resulting in 86% increase in repeat purchases
1 March 2011
Watford, London – March 1st 2011 Salmon, specialists in delivering eCommerce solutions for leading brands in retail, insurance and retail finance markets, is successfully helping Kiddicare.com optimise its online marketing and eCommerce operations. Recent benefits of activity to date include;
- 86% increase in number of customers who make repeat purchases
- 500% increase in number of customers who opt-in to receive emails and newsletters
- £165,000 incremental revenue from second purchases during first two months
Scott Weavers-Wright, Partner at Kiddicare.com said, “Salmon advised us to make some small, yet significant changes to Kiddicare.com. Our aim was to optimise our online marketing to all of our customers, to encourage return visits and to increase sales. As a result, Salmon’s eCommerce experts have reviewed our promotions to make them more engaging, changed our customer email content and re-designed and improved both our checkout and registration processes. We were delighted with the outcome based* commercial agreement under which they offered their services and we are delighted with the results.”
The next stage in the project is to understand the impact of these changes on customer lifetime value and to further improve the relevancy of the email marketing activities based on the data captured.
Ken Platt, Head of Multi Channel Consultancy at Salmon said, “We provided advice on how to improve the overall effectiveness of Kiddicare.com. The results speak for themselves and demonstrate the importance for all merchants, however successful they are, to continually optimise their eCommerce offerings and remain abreast of customer preferences and predispositions. It has been rewarding to work with Kiddicare to discover new and better ways to serve their customer base.”
Salmon successfully implemented SAFE™ (Salmon’s Application Framework for eCommerce) for Kiddicare in 2008 replacing an old system that didn’t allow Kiddicare to control their eCommerce business with autonomy, flexibility and responsiveness to change. The change in eCommerce platform was a critical factor in Kiddicare revenue increasing by 44% in 2009. More recently Kiddicare has been shortlisted for a 2011 Retail Week award, having been commended in the Econsultancy Innovation Award and winning three Mother & Baby Awards (Best Online Retailer & Best Nursery Retailer, Best Nursery Product) in 2010.
* Outcome Based Consulting
Salmon’s passion is to ensure our clients increase conversion, grow revenues and increase profits by delivering world class commerce infrastructures and providing trusted commerce advice and services. Our expertise manifests itself fully when clients engage with us on an outcome basis. Outcome Based Consultancy is a powerful commercial approach to Commerce services, as pricing is linked to results. Salmon only charges for practical improvements.
Established in 1974, Kiddicare is the UK’s number-one online nursery retailer, supplying a wide variety of baby products and accessories, including prams, pushchairs, car seats, baby furniture, and baby equipment. Over 4,500 products from all the top nursery brands as well as three own brand ranges are available from Kiddicare.com and at the company’s show room in Peterborough, the largest of its kind in Europe.
Kiddicare recently scooped the awards for Best Online Retailer, Best Nursery Retailer and Best Nursery Product at the Mother & Baby Awards. Current holders of the Practical Parenting Award for Online Nursery Retailer of the Year, Best Customer Experience from the IMRG E-Commerce Awards, and double award winner at the 2009 Retail Systems Awards and Prima Baby Awards, Kiddicare prides itself on providing a customer centred service including a 365 day returns policy, next day delivery and a 1 hour delivery time slot. The technologies implemented by Kiddicare to provide such a great business model, whilst still delivering an excellent user experience, has gained partner Scott Weavers-Wright seventh position in Retail Week’s 2010 Etail Power List of the top 50 most influential online retailers.