Customer Case Study – Bon’A Parte – Behavioral Triggers

  • Bonaparte behavioral triggers and product interest

Bon’A Parte converts as high as 30% with Behavioral Triggers

Founded in 1987, Bon’A Parte is a Danish fashion brand with a long track record of providing quality and comfort. Bon’A Parte has been part of the successful Danish Fashion conglomerate, DK Company A/S since 2015. Today they operate in Denmark, Sweden, Germany, Switzerland, and Holland.

In order to continually grow and optimize their online revenue, Bon’A Parte is using personalization technology from Raptor Services. This partnership has helped them gain invaluable insight into the individual needs of their customers. Bon’A Parte is now more than ever living up to their slogan, “Closer to you.”

As an eCommerce manager, my primary responsibility is to drive converting traffic to our site. The most fantastic thing about Raptor is that their machine learning capabilities enable us to automatically work in the after-market, which is usually very demanding of our resources. There is a major potential in working with handpicked lost traffic, which Raptor identifies and enables us to re-engage!

Jesper Holst, eCommerce Sales & Operation Manager at DK Company Online
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Raptor Services delivers personalization technology to DK Company across a number of brands and channels. Personal product recommendations on webshops, as well as in email content where we have integrated with Salesforce.

In this case study, the focus is on the data that underlays the foundation of automated Behavioral Triggers on the Bon’A Parte webshop.

Our Services

Invest in optimization to gain maximum value

Bon’A Parte was faced with a problem of about 11.000 abandoned baskets every month across their European markets. Abandoned Basket triggers were brought up as a solution, but the organization worried about the reaction from their customers, as well as the impact it could have on their support team.

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Abandoned Baskets/month

To combat the lost baskets, DK Company did implement behavioral triggers from Raptor. In the early stages, they sent out emails containing a hero product to the customers that left items in their basket. The first version of triggers had a conversion rate of roughly 10-12%.

Following the great results of the first version of triggers, DK Company started an optimization process. Instead of a hero product, they started sending out Abandoned Basket emails, which contained the actual items that a user left in their basket. This increased the conversion rate to 16% over a 30-day period.

All user behavior data, which allows DK Company to perfectly time their send-outs, is collected, stored, and delivered by Raptor Services.

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The reaction from end users

The customers who received these emails did not react as DK Company had feared. Instead, a rather large percentage returned to purchase their abandoned items. Today, nearly a fourth of all lost baskets are recovered!

To improve the conversion rate and user experience even further, DK Company built an informative Abandoned Basked flow of four emails for their Bon’A Parte customers. The emails in the automated flow consist of four different messages, which intend to reaffirm the user in their purchase.

They all contain the individual user’s abandoned products. The wording in the emails, however, is different. This is because there are different reasons why users do not convert. Some might have been interrupted, while others can worry about the safety of online shopping.

Consumers don’t all act the same way or have the same interests! So, therefore it’s important to personalize content according to the behavior of the individual. When you combine that with the right send-out timing, it performs incredibly well!

Jesper Holst, eCommerce Sales & Operation Manager at DK Company Online
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Email automation that converts

The combined conversion rate of Bon’A Parte’s Abandoned Basket triggers is currently at 25% over a 30-day period. On the Swiss market, the conversion rate is as high as 30%.

As a direct result of the successful Abandoned Basket triggers, DK Company chose to implement several types of Behavioral Triggers.

Read more: Behavioral Triggers

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Product Interest

Each month DK Company send approximately 11.000 Product Interest triggers to Bon’A Parte customers and they are still developing new ways to actively engage with their customers.

Product Interest triggers are able to identify signals of interest and purchase. In order to find the balance between conversion rate and timing, DK Company is currently split testing different configurations of microtrends.

One with a standard configuration, and one with a more aggressive reaction to purchase signals. So far, the latter is bringing 20% more sessions in a period of 30 days. There is a slight decrease in conversion rate, but revenue has increased dramatically. This result is possible as long as the increase in revenue outweighs the decrease in conversion rate.

Category Interest

For the Category Interest trigger, the setup is quite different. When a user displays interest in a given category, we don’t fire a trigger which releases an email. Instead, Raptor sends a data point to Salesforce. Here the e-commerce team at DK Company is able to accumulate category interest triggers and set up a custom flow of emails based on microtrends.

Behavioral Triggers enable online businesses to maintain a personal and engaging relationship with their users. Out of all the ways to re-engage users that leave your site, triggers are the fastest way to achieve a high ROI.

Jan Skov, COO at Raptor Services A/S

More to come

In the future DK Company has a list of more than 10 different automated email flows, which all center around data from Raptor Services. One of them is the Product Interest Price Drop trigger. It fires an email when a user shows interest in a product that is lowered in cost. In terms of conversion rate, this is generally one of the most effective Behavioral Triggers.

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Key Takeaways

  • In order to achieve maximum value, you have to invest in optimization. It is important to have a starting point, from where you can optimize towards your own strategy.

    DK Company demonstrates great skill in testing and optimizing and are now reaping the benefits!

  • The scalability of Behavioral Triggers is endless and automated. The more permissions you collect, the more triggers will be activated based on real-time user behavior on your site.

  • Across their markets in Europe, the Bon’A Parte webshop has a conversion rate of 20-30% on Behavioral Triggers. This means that DK Company is now at €4.000 daily revenue from Behavioral Triggers alone.

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2018-10-16T11:05:43+00:00 October 16th, 2018|Cases|