“I and love and you” increased CVR by 4x through shortening the path to repurchase

Solution

Segmenting customers for personalized Product Recommendations

Using our Segmentation & Insights, “I and love and you” learned that returning customers often bought the same product, leading them to also strategize on how to better promote their subscription service to that audience. Based on the data gathered by our platform, they decided to segment their audience into two groups: first-time shoppers and returning shoppers. Depending on whether an on-site visitor was new, or if they had shopped at “I and love and you” before, they would be shown a different home page experience to better fulfill their needs.

“The more we can personalize the experience, the more we can understand who the shopper is and what’s going to help them convert and find something they love. That’s why we invested in Nosto in the first place.” – Jeff Spears

Easing the customer journey through product placement

“I and love and you” leveraged our Product Recommendations to display different items to the different segments on their homepage. For new customers, the site showcased the brand’s best sellers. To ensure these recommended products were quick to find, and to eliminate the need to search or go any further than the homepage, the brand utilized a hero placement in their megamenu. 

For first time customers (Desktop & Mobile):

This enabled first time customers to land on the website, open the megamenu, and immediately see one of “I and love and you”‘s best selling items on the right. As these shoppers had never landed on the site before, it was imperative to recommend a popular product.

Utilizing our Replenishment Recommendations feature for returning customers 

For returning customers—“I and love and you”‘s main target for the subscription service—the megamenu began to suggest previously purchased items instead. The brand specifically utilized our Replenishment Recommendations feature, within Product Recommendations, to push those previously purchased products to returning customers. By leveraging our platform’s recommendation algorithms, “I and love and you” aimed to nurture customers’ repurchasing behavior and increase customer lifetime value by creating a journey that encouraged returning shoppers to start subscribing to their frequently bought items.

“For things like upselling a subscription, we’re always looking to see how we can utilize Nosto to create that personalized journey for the shopper, and recommending something a customer might already like helps,” said Jyssica, Director of Digital Commerce. 

Moreover, if it had been 14 days since a shopper’s last purchase, when they returned to the site the megamenu would say “Buy again.”

For returning customers:

If the shoppers were to click “Buy again”, they would be taken to a product page that would immediately remind them of the subscription service. These prompts nurtured shopper behavior by informing customers of the savings and convenience they’d benefit from by subscribing.