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Urban Research Outlet

Urban Research Outlet

142

CVR through smartphones increased 142%

116

CVR through PC increased 116%

70

Boosted revenue by 70%

Urban Research Outlet (URO) leveraged AiDeal, Appier’s intelligent promotional marketing platform, to send coupons to the selected hesitant shoppers. It ran an A/B test, which showed that the hesitant customers were more likely to purchase with coupons as the improvement of the conversion rate (CVR) was 10% higher than customers who purchased more than 3 times. It also showed that the CVR of offering free shipping was 45% higher than offering 500 yen off.

Brand Story

Urban Research is a Japanese fashion company, offering clothing and accessories from all over the world. It encourages shoppers to “design your own lifestyle.”

Goal

One of its brands is Urban Research Outlet, an outlet-only e-commerce shop. It not only wanted to increase the CVR on the website, but also the CVR of hesitant customers. Also, since URO already offered products at a discounted price, the key was to operate without unnecessary promotional costs.

Challenges

Challenges

Couldn’t guarantee profits
Although the products at the outlet were in high demand but profits were difficult to guarantee.
Difficult to convert hesitant customers
URO found that the CVR of the hesitant customers who purchased 3 times or less was 40% lower than the customers who purchased more than 3 times.
High promotional costs
URO used to send coupons with various promotions to all the website visitors, which caused high promotional costs.
Couldn’t guarantee profits
Although the products at the outlet were in high demand but profits were difficult to guarantee.
Difficult to convert hesitant customers
URO found that the CVR of the hesitant customers who purchased 3 times or less was 40% lower than the customers who purchased more than 3 times.
High promotional costs
URO used to send coupons with various promotions to all the website visitors, which caused high promotional costs.

Appier's Solutions

Appier's Solutions

Create precise customer segmentation
URO partnered with Appier to leverage AiDeal to optimize coupon distribution. Powered by advanced machine learning, AiDeal only selected hesitant shoppers who purchased 3 times or less and were likely to complete checkouts with incentives, and deliver customized coupons to them.
Optimize the promotional offer
URO discovered that customers were generally satisfied with the prices since the products were already on sale. They were, however, more resistant to pay for shipping. So, URO used AiDeal to deliver coupons with “free shipping” to the target audience, instead of offering discounts on the existing prices.
Create precise customer segmentation
URO partnered with Appier to leverage AiDeal to optimize coupon distribution. Powered by advanced machine learning, AiDeal only selected hesitant shoppers who purchased 3 times or less and were likely to complete checkouts with incentives, and deliver customized coupons to them.
Optimize the promotional offer
URO discovered that customers were generally satisfied with the prices since the products were already on sale. They were, however, more resistant to pay for shipping. So, URO used AiDeal to deliver coupons with “free shipping” to the target audience, instead of offering discounts on the existing prices.

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