Lockhart Catering Equipment makes £50k in 90 days with bundle recommendations from Dotdigital and Fresh Relevance
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ROI
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in revenue in 90 days
Simplify pricing and product recommendations online and in email
The company wanted to hyper-personalize the customer experience across its ecommerce website and email marketing, to ensure that every customer is presented with product recommendations and pricing bespoke to their organization. This challenge was complicated by the hundreds of price lists the company manages across its many thousands of customer accounts.
Benefiting from Dotdigital’s all-in-one marketing automation and personalization platform, Lockhart Catering has successfully introduced a range of new website and email automations to ensure customer see the right products, prices and promotions.
Automated bundle recommendations makes online ordering easier
A standout innovation introduced by Lockhart Catering is bundle recommendations and pricing, using a dynamic content block purpose-built by Dotdigital’s Professional Services team. Head of Marketing, Lockhart Catering, Simon Britten explains: “When a customer is looking at a product on the website they are automatically presented with complimentary items that can be purchased as part of a bundle. If they wish to accept the offer all the products are added to their shopping cart.”
The introduction of advanced website personalization aligns with the company’s approach to email marketing, which takes advantage of the combined power of Dotdigital and Fresh Relevance. Product recommendations are included within email automations, such as its price drop and back-in-stock messages, as well as browse and cart abandonment emails, and the ability to automatically include up-to-date bespoke pricing within these communications is vital.
Simon Britten | Head of MarketingOur complicated price list issue has been solved by the robust data management model and incredible customer support from the Dotdigital team and its Fresh Relevance platform. It ensures our customers see the right prices for products we suggest to them."
A ten-fold annual return on investment improved monthly incremental sales
The bundle recommendations have been an instant success with Lockhart Catering attributing more than £50k in increased sales in the first 90 days and generating 10x return on the annual investment. “Our customers love that we are making it easier for them to order the products they need, as well as presenting them with new ideas,” continues Britten. “This is further endorsed by a massive 1200% improvement in last click attribution.”
The company is also benefiting from AI modelling Auto Optimize capabilities from Dotdigital and Fresh Relevance, as Britten explains: “It has taken the hassle out of testing and optimizing content and it means we can be sure customers are seeing products they will be genuinely interested in.”
