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Urban Research Outlet

Urban Research Outlet

142

The CVR through smartphones increased 142%

116

The CVR through PC increased 116%

70

It also boosted revenue by 70%

Urban Research Outlet (URO) leverage 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 offers products at a discounted price, the key is to operate without unnecessary promotional costs.

Challenge

Challenge

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 Solution

Appier Solution

Create precise customer segmentation
URO partnered with Appier to leverage AiDeal to optimize coupon distributions. Powered by advanced machine learning, AiDeal only selected hesitant shoppers who purchased 3 times or less and are 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, were more resistant to pay for shipping. So, URO used AiDeal to deliver coupons with “free shipping” to the target audience, instead of offering money off the existing prices.
Create precise customer segmentation
URO partnered with Appier to leverage AiDeal to optimize coupon distributions. Powered by advanced machine learning, AiDeal only selected hesitant shoppers who purchased 3 times or less and are 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, were more resistant to pay for shipping. So, URO used AiDeal to deliver coupons with “free shipping” to the target audience, instead of offering money off the existing prices.

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