With the skincare market becoming more and more competitive, brands are looking for ways to maximize their revenue and conversions. Vecs Gardenia leveraged Appier’s AiDeal conversion optimization cloud to find hesitant shoppers with AI, allowing them to target these shoppers with exclusive coupons at the perfect moment. By using time-limited discount incentives, the brand succeeded in raising its onsite conversion rate by 35% during Q1 of 2022, achieving over NT$ 6 million in total revenue.
Unlike other coupon delivery systems, AiDeal uses AI to analyze over 400 digital body language attributes, such as cursor movements and page scrolling, and then gives each browser a hesitancy score to identify hesitant shoppers. Once these shoppers were identified, Vecs Gardenia leveraged AI-generated insights for each individual shopper to trigger pop-ups containing a discount code or other incentives, choosing the right moment to encourage shoppers to checkout. AiDeal has the ability to exclude shoppers who would buy without any incentives, as well as those who would not purchase no matter what. This allowed Vecs Gardenia to deliver coupons in a more effective way, achieving the highest revenue without losing any potential revenue or devaluing the brand.
Vecs Gardenia’s Digital Marketing Head Johny Ho said that “When it comes to marketing, Vecs Gardenia places great emphasis on real impact, so we want to maximize returns for every investment. With an increasing variety of marketing channels and rising advertisement costs, Vecs Gardenia wants to focus on ‘reducing spend’ by targeting customers who are already interested in us, providing them with a more convenient shopping experience.”
In addition to helping Vecs Gardenia boost its onsite conversion rate, AiDeal also used AI to analyze the characteristics and criteria of hesitant shoppers. Unlike in the past, when hesitant behavior was determined manually, AiDeal can monitor visitors’ onsite behavior changes at any time. This allows it to avoid errors that occur with manual judgment and identify hesitant shoppers in real time, helping the brand tailor its marketing measures based on different onsite behaviors.
In order to precisely target customers, Appier collected different behavioral insights on two types of devices: desktop computers and mobile phones. For example, desktop users shared five main characteristics: adding to cart and browsing category pages; landing on the home page and browsing category pages; keeping a cart from previous visit and browsing category pages; visiting repeatedly and staying for 10-50 minutes; and visiting on weekdays and browsing category pages. Mobile users shared the following characteristics: new visitors browsing pages 5-6 times; logging on between 9:00-15:00 and browsing category pages; non-ad traffic browsing category pages; new visitors browsing category pages; and new visitors logging on between 3:00-9:00. From these insights, Vecs Gardenia was able to come up with more strategies for precision marketing, such as offering suitable product samples as gifts for different category pages.
Appier’s AiDeal became Vecs Gardenia’s best analyst, identifying customers with the highest purchase potential to deliver coupons, nudging shoppers along the website browsing journey to complete checkout. With time-limited and no minimum spend incentives, AiDeal compared hesitant shopper behaviors through A/B testing, achieving 300% growth in complete checkout rate.
In the future, Vecs Gardenia will be able to expand its use of AiDeal, utilizing more flexible and personalized dynamic coupons to offer multiple incentives (e.g., a discount code, a free sample, or a trinket). The system will then automatically analyze and segment shoppers to figure out which incentive is the right one for them.。 By identifying which shopper responds best to which type of incentive, AiDeal allowed Vecs Gardenia to offer what will best encourage any particular shopper to check out.