46.17%
Uplift in revenue per visitor
26.55%
Uplift is sales conversion
Penhaligon’s
Penhaligon’s is an iconic British perfumery, established in the late 1860s with a loyal worldwide following. It was founded by William Henry Penhaligon, a Cornish barber who moved to London and who became Court Barber and Perfumer to Queen Victoria.
William created his first fragrance, Hammam Bouquet, inspired by the Turkish Baths where he was resident barber.
Challenges
“A data insight project revealed a significant number of visitors to the Penhaligon’s website never actually purchased despite engaging with the brand and browsing products”
A data insight project revealed a significant number of visitors to the Penhaligon’s website never actually purchased despite engaging with the brand and browsing products. Penhaligon’s wanted to find a way to encourage this segment of visitors to initiate their first purchase.
“The personalisation specialists at REO decided to tactically target this segment of serial browsers with lower priced products”
The REO approach
The personalisation specialists at REO decided to tactically target this segment of serial browsers with lower priced products. REO’s designers built a banner for the homepage promoting Penhaligon’s range of “little luxuries”.
The personalisation specialists then ran an experiment to assess the impact of targeting this particular segment of visitors with lower priced products, aimed at encouraging an initial purchase.
The outcome
The results unequivocally demonstrated that there is a clear appetite amongst browsers to find out more about the lower priced products, and crucially that this has a high chance of leading to a purchase.
The data insights project left no room for doubt: there exists a strong and undeniable interest among online users in delving deeper into information about lower-priced products. This insight carries significant implications, as it underscores the potential for these to translate into actual purchases.
Consumers are not merely casually browsing; they are actively seeking out details on cost-effective options. This behaviour suggests a readiness to make informed decisions and a willingness to explore more affordable alternatives before making a more expensive purchase.
For businesses, this revelation is invaluable. It presents an opportunity to strategically target this segment of the market by providing comprehensive and appealing information about budget-friendly offerings. By doing so, companies can not only capture the attention of price-conscious consumers but also guide them towards making favourable buying decisions. In essence, this research has shed light on a pathway to not only attract potential customers but also convert their interest into tangible sales, and loyal longer term customers.
