Marketing

Digital marketing delivers big wins for home goods retailer

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June 19, 2023

Lulu and Georgia, a home goods retailer, is seeing a big return on investment after deploying Bluecore technology.

The retailer has seen a 229% increase in repeat customers after significantly scaling digital marketing efforts via Bluecore's email and site personalization technology, according to a press release.

With Bluecore, Lulu and Georgia surpassed pandemic-era order volumes by first increasing opted-in customers by 5%. Bluecore increased Lulu and Georgia's first-time buyers by 133% and repeat purchases by 229%.

Lulu and Georgia and Bluecore focused efforts on three priorities:

• Lulu and Georgia wanted to maximize the ROI of its customer acquisition efforts by increasing identification of site browsers and converting them into opted-in subscribers. Bluecore did this by creating an engaging experience for 100% of site visitors — surfacing relevant product recommendations and content during their very first session —based on what they're doing and which products they're engaging with, even if they are not yet identified.
• Lulu and Georgia knows shoppers research home goods products more than six times before making a purchase. Throughout this research phase, Bluecore tuned in to shoppers' "signals" to learn about everything from an individual's price sensitivities and day-to-day shopping behaviors to their nuanced product preferences, including product type, color, size, style, material, items they're likely to purchase in the future and which types of recommendations drive the highest-value responses. Bluecore used this constantly evolving data to automate specific triggers and relevant interactions with shoppers, while in session, resulting in a 133% increase in net-new customers.
• Bluecore's retail data reveals the likelihood that a first-time shopper will make a second purchase is 23%. But once customers buy for a second time, their likelihood of making a third purchase leaps to 37%. The repurchase rate then increases steadily from there. Prior to Bluecore, Lulu and Georgia was able to segment its one-time buyers according to what they purchased, but it ran into roadblocks around creative and content, and didn't know which products it should promote to each customer next. Bluecore was able to inspire Lulu and Georgia's one-time customers to buy a second time using its "Next Best Purchase'' model and category affinities. Directly after a customer's first purchase, Bluecore predicted which products to showcase next; the best content, offers and recommendations to send each customer. This work resulted in a 229% increase in repeat purchases. In addition, Lulu and Georgia's triggered email campaigns now account for 40% of its email revenue despite representing less than 5% of its overall email volume.

"We chose to partner with Bluecore because we knew they could rise to the challenge of replicating the pandemic 'tail wind' we previously experienced. Now, rather than being at the whim of the market, we're in control of our growth, no matter what's happening in the world," Julia Metaxas, VP of growth at Lulu and Georgia, said in the release. "Bluecore has let us automate and scale a very personalized approach to marketing, which enables us to move faster, be hyper efficient and do more with less in a competitive environment. We're now seeing a far more immediate return on our marketing spend while also making long-term impact, such as increasing customer lifetime value."