Vapouriz increases order value with targeted on-site experience

Personalisation drives conversions and retention for leading electronic cigarette and e-liquid brand

Fresh Relevance, the versatile personalisation and decision engine, is enabling Vapouriz, one of the leading electronic cigarette and e-liquid brands in the UK, to optimise its largest online store www.vapestore.co.uk and increase average order value (AOV) by 29% through online personalisation.

Online advertising restrictions for the vaping industry mean conversion and retention are crucial stages in the buying journey for companies like Vapouriz. It is therefore vital to provide a tailored customer experience that delivers the right content to the right people.

Vapouriz is using the Fresh Relevance platform to capture accurate customer data and personalise the email and website experience. Sam Norris, eCommerce and Digital Marketing Manager at Vapouriz says: “We’ve seen a 29% increase in AOV thanks to onsite personalisation.”

A dynamic newsletter popover helps identify more shoppers and has increased the average monthly subscribe rate by more than 600%. The improved website identification rate also allows the etailer to reach more shoppers with cart and browse abandonment emails. Dynamic ‘frequently bought with this’ product recommendations in triggered emails improve retention by helping shoppers meet the threshold for free delivery. James Marten, CRM and Digital Marketing Executive at Vapouriz explains: “We’ve seen a 10% increase in AOV from our cart abandonment emails and a 25% increase in AOV from our browse abandonment emails.”

In the event of products being out of stock, a triggered popover suggests alternative products to avoid customer frustration and potential lost revenue. To improve conversion rates, the company is also taking advantage of Fresh Relevance’s social proof functionality and automatically displays Yotpo product star ratings and reviews both online and within email.

Next on the agenda for Vapouriz and Fresh Relevance is to personalise the customer journey even further through a post-purchase email programme and by becoming even more granular with its targeting. Shereen Atkinson, Head of eCommerce at Vapouriz concludes: “Ultimately, we want to create targeted on-site experiences for each user and take them through their buying journey with relevant products, and we’ll be using a lot of Fresh Relevance tools to tailor that experience.”

About Fresh Relevance

Fresh Relevance is the versatile personalization and decision engine to optimize the customer experience across channels. We empower marketing, CRM, eCommerce and merchandizing teams to design and execute highly effective personalization campaigns from start to finish – no technical expertise needed. The platform integrates seamlessly with the existing tech stack, joins up data silos and offers powerful solutions to optimize the customer experience across the website, emails and app. The result: improved conversions, customer value and retention.

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