case study
Lockhart Catering increases conversion rates with price list personalization
Find out how Lockhart Catering increases conversion rates and online sales.
background
Since using Fresh Relevance, the business has seen results by personalizing the customer experience based on price list, showcasing relevant products and sending targeted triggered emails.
key integrations
introduction
Background
“With Fresh Relevance we’re improvingthecustomerexperience immensely.”
“We’ve seen a 0.5% increase in conversion rate as a result, and we’ve had a consistent true uplift every month on our related products SmartBlocks. Last click attribution is up a massive 1200% compared to our previous OOTB solution,” Simon continues. Keep reading to learn more about their success story.
Lockhart Catering is the UK’s leading distributor of catering equipment, supplying the largest range of light and heavy equipment available to UK caterers.
Since using Fresh Relevance, Lockhart Catering has seen results by personalizing the customer experience based on price list, showcasing relevant products and sending targeted triggered emails. The company has also saved time with Fresh Relevance’s Auto Optimize solution, which has taken the hassle out of testing and optimizing their content.
“With Fresh Relevance we’re improving the customer experience immensely. We’re now able to only show products based on a given customer’s price list, and hide products altogether if the customer is anonymous or doesn’t have a price list associated to them,” says Simon Britten, Head of Digital Marketing at Lockhart Catering.
results
Explore uplifts
0.5%
increase in conversion rates
1200%
increase in last click attribution with Fresh Relevance product recommendations
solutions
Multiple price list targeting
“Over 150MB of data flows into the platform via SFTP every week to ensure our customersareseeingtherightprices on their recommended products.”
Lockhart Catering has to manage hundreds of price lists across many thousands of B2B and B2C web customers. Factor in the different account management structure required for varying customer types and the business needed a solution to help them manage these prices and tailor the experience to each customer accordingly. “Our multiple price list issue has been solved by Fresh Relevance’s robust data management model and incredible customer support. Over 150MB of data flows into the platform via SFTP every week to ensure our customers are seeing the right prices on their recommended products,” says Simon.
solutions
Triggered emails & product recommendations
Lockhart Catering is using triggered price drop and back in stock email campaigns to improve the customer experience and improve relevancy for each customer.
The business targets customers with price drop emails if they have access to certain promotional price lists. “Being able to target certain price lists is crucial as a logged out customer will see our list pricing and naturally their logged in pricing may be different. With Fresh Relevance we can ensure we don’t send a price drop email every time they log in,” says Simon.
Product recommendations are also included in their triggered email campaigns to help customers find the right items for them. “Fresh Relevance’s AI modelling has improved the product recommendations included in these emails, so we can be sure customers are seeing products they are genuinely interested in. This helps us foster loyalty, as we are literally serving up relevant savings to customers on a plate,” explains Simon.
solutions
Auto optimize
Lockhart Catering uses Fresh Relevance’s Auto Optimize solution to automatically test and optimize their content. “Auto Optimize has removed the hassle from testing and optimizing. It means we don’t have to turn entire campaigns off for a month just to work out genuine uplift,” explains Simon.
next
Future plans
“We’re keen to implement Fresh Relevance’s ratings and reviews solution to increase loyalty even further and improve customer confidence with genuine feedback,” says Simon.
