Manchester United Soccer Schools were looking
to extend their reach globally and increase the
sales of their football training camps. Due to the
high order value and the complicated buying
process, the MUSS website suffered from high
abandonment rates and wanted a solution that
ensured their customers received all necessary
assistance and kept them engaged during
the buying process. Livelink were tasked with
creating a multilingual ecommerce platform to
aid the sales across the globe as well as regional
camps in many countries. The goal was to
increase conversion rate, overall sales, customer
satisfaction and reduce administration effort
Solution:
In order to maximise sales, Livelink implemented
a comprehensive marketing automation solution
using Copernica, integrated with a Drupal commerce
platform. The key was a full data integration
between both platforms that allowed visitor
and transaction data to be captured and stored in
Copernica. This allowed MUSS to respond quickly to
each individual visitor’s behaviour, become more
timely and relevant with their communication
and therefore improve engagement levels.
A series of automated campaigns were designed
to respond to typical customer behaviours to inform,
help and eventually convert them. Abandoned
baskets, brochure downloads and post purchase
reminders encouraged the purchase of optional
extras such as match day tickets and airport
transfers. Payment reminders helped with payment
collection and a series of FAQ emails were sent
to introduce the parents and the children to the
camps prior to their attendance.
Results:
This year, 15% of all sales have been as a
direct result of automated emails, which is an
increase of 50% on all email campaigns last year.
Conversion rates tripled and overall sales for the
year rose by 20% as a result. Substantial cost
savings were also achieved in our administration
costs due to the timely delivery of information to
our prospects and customers.
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