How Supplement Solutions increased total sales by 66% with targeted communication strategy.

The Challenge

The fitness supplements market is fiercely competitive and customers are highly selective. Online and physical retailer Supplement Solutions sought to better understand the purchasing behaviours of its customer base in order to improve customer value and grow market share.

Solution

It was decided to use AudienceZen’s occupation-based audience profiling methodology. Occupation was not an existing customer attribute in the Supplement Solutions database so a promotional campaign was run in which customers were rewarded for updating their profiles with occupation.

After sufficient occupational data had been collected, AudienceZen’s AI engine used that to identify the purchasing mentality typologies present in Supplement Solutions’ customer base. The Traditionalist and Conspicuous typologies were found to be predominant with further analysis revealing that each of these typologies had distinct brand and product preferences as well as time of day shopping behaviours. Combining these insights with the purchase decision mentality typical of each typology, a more focused and personalised communication strategy was developed.

Website product pages were re-worked to align better with the typologies most inclined to purchase particular brands or products; social media and email campaigns were likewise optimised according to the targeted audience typology and promoted product.

Outcome

Sales data make it clear that the new communication strategy has produced uplift that exceeds all expectations. A comparison of data in the month preceding the implementation of the strategy with data in the month following revealed that:

• Total sales increased by 66% (physical and online)
• Total online sales increased by 82%
• Online store sessions increased by 58%
• Online store conversion rate increased by 19%
• Total orders increased by 86%
• Facebook site referral increased by 59%