At a Glance
Hato Hone St John's online store sells a wide range of first aid essentials to help fund their emergency services. We leveraged smart personalisation to drive additional revenue from shop exits and abandoned carts.
- Personalise supporter communications across the entire lifecycle
- Reduce cart abandonment rates by improving recovery journeys
- Enhance ad spend efficiency by reducing unnecessary ad conversions
We introduced a tailored exit-intent pop-up to our online giving journey using Marketing Cloud Personalisation. In just two months it added an additional $25,588 in donations. The solution works seamlessly across devices and shows what’s possible when smart technology is aligned with the right objectives and delivered with the right partner.
Mo Ravi
,
National Manager Digital Marketing & Engagement
,
Hato Hone St John
Challenges
Hato Hone St John aimed to significantly enhance the effectiveness of their supporter engagement by optimising the ad-to-purchase journey. Their key challenges were:
- Personalising Communications: Needed to create highly personalised supporter journeys throughout their “Cradle to the Grave” lifecycle, simultaneously catering to multiple personas.
- Cart Abandonment Rates: Struggled with the implementation of effective recovery journeys using their existing technology.
- Inefficient Ad Spend: Around 40% of ad conversions were for supporter memberships already scheduled for renewal, leading to inefficient spending.
Solution
LavaBox partnered with Hato Hone St John to develop a strategic approach centred around personalisation and efficient ad management using Salesforce Marketing Cloud:
- Custom Affinity Strategy (Marketing Cloud Personalisation): Identified primary supporter interests, triggering highly personalised journeys. Excluded purchases already made by specific supporter account types to optimise ad targeting.
- Automated Ad Suppression (Marketing Cloud Advertising): Automatically paused or suppressed ads for supporters who had already completed renewals, thus ensuring ad spend was efficiently allocated.
Impact
By adopting a data-driven and highly personalised approach, Hato Hone St John realised measurable business results:
- $500k Additional Annual Revenue: Enhanced revenue driven by improved targeting and personalised supporter experiences.
- Reduced Cart Abandonment: Conversion rate of abandoned carts improved to 2.75%.
- Optimised Advertising Spend: Increased click-through rates and reduced cost-per-acquisition through precise, automated ad targeting and suppression.
The early results are promising! It’s the first technical initiative I’ve been across for a long time (ever?) that delivered on time, to budget, and on-point with our aims for the original scope. So much gratitude to your awesome team.
Natalie Davis
,
General Manager Customer Experience & Marketing
,
Hato Hone St John
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