Würth UK boosts sales by £800k with personalization

Würth UK is a B2B company supplying essential products to the automotive, agriculture and construction industries. Its online store stocks more than 60,000 items.

Taking a more personalized and customer-centric approach

Würth UK has consistently achieved year-on-year ecommerce growth, supported by Dotdigital’s Fresh Relevance personalization platform.

But they wanted to take their marketing to the next level.

Their current email marketing system was stifling their ambitions due to its lack of personalisation and triggered email capabilities. They also had plans to introduce a new website, and wanted to create a more joined up experience across their website and other channels.

A fully integrated ecommerce and marketing platform

The Dotdigital implementation was led by the Head of E-Business at Würth UK, Reece Smith. He explains: “We’ve been using the Fresh Relevance platform for several years and it has made a massive impact on our customer experience.”

The team has used product recommendations, dynamic banners and data capture popovers to expand its database and deliver impressive results. Using Fresh Relevance, Würth UK has achieved a 72.4% increase in revenue and a 12.8% gain in average order value. In the past year, its abandoned cart emails have generated almost £800k in additional income.

The experience using the Fresh Relevance platform and the proven results instilled Reece and the team with confidence that Dotdigital’s approach to marketing automation was the right fit for Würth UK. He adds: “A big advantage of Dotdigital is the fact that it is a single centralized platform that is fully integrated with Fresh Relevance. It gives us full control to create effective, highly personalized and fully automated content and campaigns.”

The sky is the limit!

“The more we can automate, the more we can focus on the things that matter to us and our customers. We see the sky as the limit with marketing automation!” adds Reece. The team is now rolling out new automated emails, including:

• Price drop alerts – letting customers know when products they’re interested in go on sale.
• Back-in-stock notifications – to ensure customers never miss out.
• Browse abandonment emails – helpful reminders about products they were interested in but have not yet purchased.

They’re also using A/B testing to fine-tune campaigns and ensure every message hits the mark.

By combining Dotdigital’s marketing automation and personalization platforms, Würth UK will take the company’s philosophy of operating as a truly multi-channel organization to the next level. “We want to help our customers throughout their lifecycle. By ensuring our core systems talk to each other and automating wherever we can, it means we can go further and do even more,” concludes Reece. “Dotdigital and Fresh Relevance are vital components in our ecommerce and marketing ecosystem.”