Fresh Relevance, a Dotdigital company, is the versatile personalization platform that helps commerce-driven businesses deliver revenue-boosting cross-channel experiences with ease, no technical expertise needed. The company has revealed how website personalization and triggered emails are delivering higher cart abandonment identification rates and order values for Premier League football club, Wolverhampton Wanderers FC (Wolves).
Established in 1877, Wolves were founder members of the Football League and are the latest football club to choose Fresh Relevance, with the company recently announcing that it has been chosen by Cardiff City Football and West Ham FC to power personalization across their online marketing.
The club brought on Fresh Relevance to personalize the website and email experience for its eCommerce customers. In doing so it has improved cart abandonment identification rates (now at 60.9%), which is enabling the club to send more emails and recapture more revenue. In fact, average recovered cart value that is 27.9% higher than the average order value across its eCommerce store (shop.wolves.co.uk).
Wolves uses Fresh Relevance to display personalized product recommendations on its website in Business as Usual (BAU) emails. For example, new visitors to the site might see new kit launches, whereas returning visitors may be presented with categories they are likely to be interested in, with items they’ve already purchased excluded. The club is also using Fresh Relevance to deploy data capture popovers such as sign up campaigns ahead of major product launches, such as the new kits for the upcoming season.
Following the success of the project to date, Wolves plan to roll out product recommendations across multiple channels, including its new mobile app.
