Use Custom-Tailored Campaigns to Make Customers Hungry for More

  • Campaigns boost online traffic, sales, and visit times
  • Improved customer loyalty and conversion
  • E-commerce experts Intershop present proven campaign examples

Jena, Germany, May 17, 2011 – When it comes to turning visitors into buyers or encouraging first-time customers to return, e-commerce often lacks a certain something. The store manager may have a technically flawless platform and a carefully selected, clearly presented product range, but visit times and shopping cart totals remain low. In such cases, tailored campaigns can provide an additional incentive to buy. Although campaigns are often associated with new customer acquisition, they are just as effective for boosting conversion rates and improving customer loyalty. Intershop has put together some real-world e-commerce scenarios to illustrate this point.

Discounts on selected products for a limited period

Summer is almost here, but the warehouse is still filled with the spring collection? An enterprising fashion retailer can use the opportunity to clear old stock by offering discounts of 20 to 30 percent. Integrating a “Recommend” button into the corresponding customer e-mail ensures that word about the latest bargains is shared with friends. Events, such as the Soccer World Cup, can also be leveraged to offer high short-term discounts of 50 percent on all clothing. An Intershop customer was able to boost monthly net sales by 151 percent using this method.

Coupons for individual customer groups

Take a leaf out of the book of a sales assistant, who approaches both regular customers and casual browsers in a brick-and-mortar store. In the online environment, it is possible to win over unregistered online visitors by automatically offering them a coupon for five euros, for example. Alternatively, customer groups can be manually selected to reward loyal buyers, tempt first-time customers, target families, etc.

Discounts with product bundles

Even experienced manufacturers miscalculate sometimes. If too many polo shirts have been produced, sales can be actively boosted by means of a campaign, with customers who buy three of the shirts receiving a 30 percent discount across the entire clothing range. Intershop customers can use this strategy to increase their net sales by more than 40 percent compared to the monthly average.

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About Intershop

Intershop Communications AG (founded in Germany 1992; Prime Standard: ISHA) is an independent, internationally leading provider of omnichannel commerce solutions. The latter are available as cloud-based commerce-as-a-service solutions or as licensed models and combine the expertise from over 25 years of software development for online commerce. Upon request, Intershop orchestrates the entire omnichannel commerce process chain – from the design of online channels to the implementation of software to fulfillment. Around the globe more than 300 enterprise customers run Intershop solutions. Customers include large corporations such as HP, BMW, Würth and Deutsche Telekom as well as medium-sized enterprises. Intershop operates in Europe, the USA and the Asia-Pacific region.

This news release contains forward-looking statements regarding future events or the future financial and operational performance of Intershop. Actual events or performance may differ materially from those contained or implied in such forward-looking statements. Risks and uncertainties that could lead to such difference could include, among other things: Intershop's limited operating history, the unpredictability of future revenues and expenses and potential fluctuations in revenues and operating results, significant dependence on large single customer deals, consumer trends, the level of competition, seasonality, risks related to electronic security, possible governmental regulation, and general economic conditions.

Intershop Public Relations

Heide Rausch
Head of Corporate Communication