Successfully integrating in-store and online activities in one of the toughest challenges for today’s evolved retailers. How can you create a recognizable, consistent and effective communication strategy on all channels, while integrating all working environments and ensuring the best experience to your customers?
We have studies the success case offered by Maxi Sport – the reference Italian store chain for casual apparel and technical sports equipment. With over 25 years of experience, Maxi Sport owns 4 physical stores and an e-commerce website launched in 2002, maxisport.com.
Aiming at creating a multi-channel experience able to involve all users (from the ones that browse the website to those who physically enter the store), Maxi Sport chose email marketing as a strategic means to get in touch with its users thanks to the features offered by MailUp.
Cancel the distance and customize your message
Goal: to create a one-to-one communication channel with each user, inside an organic flow that cancels the distance between online and offline. In order to do so, Maxi Sport collects habits, activities, preferences and personal details of its users. Through the tools offered by MailUp, then, it profiles and segments its database in order to optimise individual communication. For instance, the exact same promotion can be completed by ‘Shop online’ as a call to action if the user is web savvy, or ‘Discover it in store’ if he usually shops in store.
This is not it. Thanks to SMTP+ and the integration with Magento, Maxi Sport was able to implement innovative features that immediately alert the customer if an out-of-stock item becomes available. Reaching out to users with customized messages (addressing them by name), triggered by an explicit need, with a perfect timing – this streategy boosted Maxi Sport’s conversion rates up by 400% and slashed post-click bounce rates.