Farmison & Co harvests 160% increase in email revenue …

Farmison & Co harvests 160% increase in email revenue with Bronto Software

 

26% of Farmison & Co VIP group convert thanks to targeted messaging from marketing automation

 

23rd June 2014, London, UK – Farmison & Co, the luxury food delivery brand, has enjoyed a significant sales growth since implementing email marketing from Bronto Software, the leading marketing platform for commerce.   By using smart segments based on RFM (recency, frequency, monetary) and purchase behaviour data like product preference, Farmison & Co was able to bring customers back from up to two years prior and generate a year-on-year revenue increase of 160% during their peak season.

 

In addition, those considered to be of high purchase potential were targeted as part of Farmison & Co’s VIP group resulting in 26% conversion rate from specific messaging.

 

Farmison & Co is a gourmet food delivery service that deals exclusively Heritage Meats Home Delivered – offering UK consumers unrivalled quality and choice from the UK’s finest native and rare Heritage Breeds. Co-Founders John Pallagi and Lee Simmonds know their audience well and understand that consumers want something special.

 

However, like most online retailers, Farmison & Co found it a challenge to entice customers back to buy again, especially during competitive peak seasons.  Bronto suggested Farmison & Co segment its customer data in a number of ways such as preferred product line, high buying potential (VIP group), past gift purchasers and previous lapsed buyers, to drive repeat custom using targeted messages.

 

Lee Simmonds, Co-Founder of Farmison & Co, said: “We only started using Bronto in October 2013 but we can already see the potential of the platform. Following their advice, after a customer placed an order we tracked when they would receive it and sent out cooking instructions with recipes. People loved it. If you’ve spent a bit more to buy a rare breed of meat, you don’t want to cook it the wrong way. This effort to add more value to the purchase made a huge impression on our customers.

 

Simmonds continued: “Now that we have so much more data on our customers, we plan on doing further segmentation and furthering our use of the data to drive repeat purchases.”

 

Georges Berzgal, Managing Director of Bronto Software Europe, said: “We’re delighted to be working with an established and trusted brand like Farmison & Co.  They understand the discerning nature of their client base and we are pleased our segmentation strategy has had such a positive impact on their conversion rates.  We look forward to working with them in the future and helping them to adapt for continuing peak trading times.”

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