About Solodeportes and Summa Solutions
was founded in 1954 as a small family business dedicated to selling sports equipment and apparel. Today, the Solodeportes team is comprised of over 400 employees, 22 branches across Argentina and an eCommerce channel which has become one of the company’s main sales drivers.
Summa Solutions is a leading web application development company and Magento® Gold Partner specializing in ecommerce projects. It has supported more than 50 successful projects across Latin America, United States, Europe, Middle East and Australia, positioning them as one of the most recognized companies in the development and implementation of ecommerce sites. With offices in CABA and Tandil, the Buenos Aires, Argentina-based company is made up of highly trained teams committed to the mission and vision of the company.
One of Solodeportes’ main objectives is to provide an equally tailored experience via their physical store and their webstore. But with a very detailed catalog, less-than-optimal web browsing capabilities, and the inability to recommend similar products to those that a customer is browsing, SoloDeportes was missing out on key opportunities to increase relevance.
From the start of Solodeportes’ journey with Nosto, their personalization strategy has evolved from standard product recommendations to a multi-page recommendation strategy across their webstore, onsite pop-ups, personalized email marketing strategy and hyper-targeted social media advertising. Additionally, to get the most value from these strategies, Solodeportes wanted to better understand their clients’ shopping affinities, how these affinities relate to other shoppers and how shoppers interact during each stage in the shopping funnel in order to increase the quality of their product offering.
Front Page: Entices new customers with a lineup of Solodeportes’ best selling products, and targets existing clients with recommendations based on items they’ve browsed or purchased in the past.
Category page: Displays personalized recommedations based on products clients have previously viewed. Best seller recommendations are also displayed to promote popular products within the last 12 hours, adding a sense of urgency by showcasing what styles are trending among other shoppers.
Product Page: Enables cross-selling opportunities by displaying products complementary to those the user has already browsed, creating a more well-rounded product browsing experience.
Cart page: Promotes “free shipping” incentives and shopping cart-based recommendations – that can be filtered by price and product type – in order to drive a higher average order value. The products recommended on this page are typically products that clients tend to buy together, aimed at inspiring the customer to increase the volume of their purchase.
Abandoned Cart Triggered emails: Customers who have left unpurchased products in their shopping cart (either due to indecision or lack of time) are then re-engaged with email reminders containing said products, encouraging them to complete their purchase.
Browsing History Email Widget: Solodeportes sends personalized newsletters to each of their clients containing product recommendation slots that change dynamically and automatically every time an email is loaded. These recommendations are based on previous purchases and past browsing behavior to deliver only the most relevant content.
Thank You page: Provides Solodeportes customers with additional products to browse after they’ve successfully made a purchase, within the same shopping session – extending their shopping journey beyond checkout.
Segmentation & Insights
Solodeportes sought to better understand their clients, their specific shopping affinities and how those affinities related to the interests of other shoppers in order to create various client segments. The brand is able to analyze shopping behaviors among the clients within each segment, helping them offer more relevant product recommendations and discover new shopping affinities in the process.
By focusing on how their clients interact with products across their website, Solodeportes has a deeper understanding of which products sell and which do not. In addition, they’ve improved content tracking and what/how products are shown to shoppers relative to their place in the customer lifecycle. This has resulted in an improvement in their stocks, seasonal product offering and product and category groupings—providing their clients with unique and customized interactions with the brand.
Solodeportes makes use of Nosto’s Onsite Pop-ups in order to increase their average order value during a given sales period and decrease bounce rate for first-time visitors and repeat customers alike. Using a special pop-up timer that is triggered when a shopper is about to exit the site, the brand promotes top discounted products for a specific period of time. Within this pop-up, shoppers are offered a discount coupon to use within that same shopping session, helping secure the sales and regain potentially lost traffic. Solodeportes also uses raffle pop-ups to collect clients’ emails, inspiring them to participate in fun contests that increase the sense of community onsite.
Facebook and Instagram ads
To attract and engage clients on social media, Solodeportes uses Nosto’s Facebook & Instagram ads to create relevant and hyper-targeted ad campaigns. Fueled by robust customer data, the campaigns target existing clients, recurring visitors and potential shoppers who show similar shopping affinities. These users are bucketed into custom audiences using customized client segments created in Nosto. Solodeportes also uses Nosto’s default product catalog to update ad campaigns in real-time, showing only the most current product information to shoppers.
Our conversion rate and average order value have increased sustainably. Thanks to Nosto, we have improved the customer and sales experience in our online shop. It has been the best implementation we have made in the last years.
-Antonio Beláustegui, E-commerce Manager, Solodeportes