Wolves wins big with cart abandonment emails and personalization tactics

Wolverhampton Wanderers Football Club recovers lost cart abandonment revenue and increases average order value.

Background

Wolverhampton Wanderers Football Club, aka Wolves, is a professional football club based in Wolverhampton, UK, which competes in the Premier League. Wolves brought on Fresh Relevance to implement cart and browse abandonment emails, as well as to personalize the website and email experience for their eCommerce customers.

Cart abandonment emails

With Fresh Relevance, Wolves sees a cart abandonment ID rate of 60.9%, which enables them to send more emails and recapture more revenue.

Since using triggered cart abandonment emails, Wolves’ average recovered cart value is 27.9% higher than the average order value across their eCommerce store.

Product recommendations

Wolves uses Fresh Relevance to display personalized product recommendations onsite and in their BAU emails. New visitors to the site might see kit launches, whereas the recommendations for returning visitors include categories they are interested in and exclude items they’ve already purchased, for example.

Data capture

Wolves has set up several data capture popovers with Fresh Relevance, including sign up campaigns ahead of major product launches, such as the new kits for the upcoming season.

Future plans

Wolves plan to roll out product recommendations across multiple channels, including their new app.