Science in Sport

Science in Sport uses email to increase AOV and sales revenue

Customers / Sports & Leisure / Science in Sport

33%

of online sales revenue attributed to email

26%

growth in average order value

Science in Sport (SiS) pushes the boundaries of science and nutrition to empower athletic performance. Working with elite global athletes, SiS has become the world’s number one endurance nutrition brand, selling everything from energy and hydration products to protein supplements and vitamins.

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Challenge

Under new leadership the brand recognized the potential to widen the market to cover every athlete: from Olympian to hobby cyclist. The new owners began to diversify into high-street retailers and major supermarkets. The website was also poised to become the number one sales channel, so the owners set out to build a digital presence that would integrate with their retail activities.

However, SiS operated an infrastructure that included website, email, social media, CRM, and sales systems – all of which were disconnected. These legacy platforms didn’t support the ambition of an integrated digital presence across all channels.

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Solution

SiS started profiling market data, identifying its customers (between the ages of 18 and 44) as online-savvy, time-poor, and moderately wealthy. Once the analysis came in, the brand found that rather than being predominately cyclists, which the family owners had targeted almost exclusively, the customer base covered every kind of endurance sport.

“We recognized that market opportunity ranged from elite athletes to serious amateurs.”

Engagement Cloud for Salesforce

One of the first activities dotdigital carried out when SiS came on board was to integrate Engagement Cloud with Salesforce CRM. This opened up the ability to segment not only on interests and purchase history, but also email activity and website behavior.

Moreover, Google Analytics provided rich data on content performance. This valuable insight helped build a case for more editorial material to complement promotional emails. SiS would communicate the core science behind the brand to educate people on how using effective sports nutrition can help athletes perform better.

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Results

This shift in messaging is reflected in other digital activities and is delivering a strong year-on-year sales growth of 23% – 15% above the industryaverage. Better targeting brought more revenue: 33% of online sales revenue was attributed to email in the first eight months after implementing Engagement Cloud. That’s an increase of nearly 15%. What’s more, SiS experienced an uplift in average order value from £26 to £38 – a growth of 26%.

“Perhaps the most important aspect of working with dotdigital is that they have taken the time to understand our business and objectives.”
Ashley Read, Managing Director

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