Cambridge Satchel’s introduction of social proof messaging from Flockr.co has proved so successful it is now looking to explore adding the messaging into the checkout journey and email, as well as a programme of AB testing message designs to drive sales even further than its initial 5.4% uplift.
Customer background
Cambridge Satchel, a quintessential symbol of craftsmanship and style, traces its roots back to December 2008 when it was established with a modest budget of £600. The visionary founder, driven by the aspiration to provide an education for their children and support their academic endeavours, laid the foundation of a brand that would resonate with elegance and purpose.
In a pivotal moment of expansion and commitment to quality, Cambridge Satchel proudly opened its workshop in the heart of England in 2011, bringing its production in-house, and it has remained this way ever since.
Renowned for their timeless appeal and meticulous craftsmanship, Cambridge Satchel bags have become a coveted accessory among celebrities, fashion aficionados, and individuals worldwide. Notable personalities such as Taylor Swift, Alexa Chung, and Sophie Ellis-Bextor have embraced the brand, further solidifying its position as a symbol of sophistication and allure.
In a strategic move poised to propel Cambridge Satchel into new realms of success, The Swaine Group, supported by the esteemed French enterprise Chargeurs, acquired the brand in September 2022. This partnership marks an exciting chapter in the brand’s journey, promising to uphold its heritage while embracing innovation and growth opportunities.
As Cambridge Satchel continues to captivate hearts and minds around the globe, it remains steadfast in its commitment to crafting enduring pieces that transcend trends and inspire generations.
The challenge
Cambridge Satchel wanted to look at driving incremental sales with a clear ROI/ROAR that could be independently measured. “Cambridge Satchel is a premium brand and is very protective of the customer experience. We were interested increasing sales while enhancing the customer journey.” – Sarah Shakery, Cambridge Satchel’s Head of International Ecommerce.
The solution
Utilising custom animated icons and messaging, Cambridge Satchel ran its initial AB of Flockr.co test for 2 months across December 21 and January 22 free of charge. The trial included 20+ message types, across the PLP, PDP, Home Page, Predictive Search, Recommendations, Cart Drawer and Cart.
The result
The AB test was scheduled to run in peak December trading, January sales and post-sale periods, to evaluate the performance in different trading periods, delivering a 5.4% uplift in sales along with a 2.7% in AOV, which represents a 20X+ ROI. The test reached statistical significance early in the trial, though the test ran through the different trading periods to observe the affect in different conditions.
Sarah Shakery says “the independent measurement (using GA4) of the key metrics and being able to clearly articulate these to the wider management team was instrumental to the test”. Flockr.co measures a range of metrics, including Conversion (session and user), Revenue, AOV, Add to Cart Rate, Product View Rate and Sessions per User.
Cambridge Satchel is looking to add social proof messages across the checkout process as well as integrating stock messaging and delivery messaging into its social proof messaging strategy. Cambridge Satchel is also looking to add social proof messages to its emails and social channels.
Sarah Shakery recommends other brands look to run a trial of Flockr.co social proof. “The free trial and clear benefits articulated using GA4 makes this a must-have for all brands.”
Gareth James, CEO at Flockr.co, said: “We are very excited to have Cambridge Satchel join the Flockr.co family of customers. Cambridge Satchel is a true icon of British success, when brands like Cambridge Satchel work with Flockr.co to enhance the customer journey, the results speak for themselves.
