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Doubling AOV with Behavioral Commerce

Posted on 2.06.2012

The more you know about your customers, the better positioned you are to sell them products - and sell more in general. Online hat retailer Hats in the Belfry can apparently attest to that. 

The internet retailer selected retargeting and behavioral commerce platform Steelhouse, an Ad-Tech Innovation award winner, and saw its average order values increase a whopping 95 percent. Steelhouse enabled the retailer to segment shoppers based on their buying habits and then engage them in a 1-on-1 dialogue (go ahead, call it what it is - live chat) with those customers in real time on the site. 

As a test, Hats in the Belfry targeted the “Toe-in-the-Water Shopper,” – one who places relatively low dollar item(s) in their cart and then purchases the item(s). The retailer offered a 15-percent discount on orders of more than $75 to Toe-in-the-Water shoppers, and in doing so, increased their average order values from $53.67 to $104.16.

“With the SteelHouse platform, we can deploy real-time offers to dozens of segments of shoppers in order to maximize our average order value and revenue by shopper type,” says James Sackar, ecommerce general manager of Hats in the Belfry. “We’re able to see the results immediately hit our bottom line.”

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