The wide range of products and shopper intentions for this store means that personalisation was already a no-brainer for Brothers. However, as the pandemic really started to negatively impact the footfall in their many bricks and mortar stores they really needed to really focus on their online strategy. This led Brothers to really up their use of Nosto to help them engage with their customers and to make the most of converting increased online traffic.
Increase in CAC and the tough battle for the attention of online shoppers this past year had Brother really hone in on customer retention. Although part of the 15% increase in proportional traffic this past year is definitely partly due to the limitations of in-person shopping, Brothers are hoping to settle at a 10% increase in proportional traffic post-pandemic. Therefore, keeping these customers is key to that success.