Industry Insights Archives - Thrive Commerce

FTD Achieves 20x ROI with Thrive Promotions Suite

Company

FTD is a leader in the floral industry with one of the largest florist networks in the world. In addition, the Company supports locally-owned retail florists and members of its florist network with technology, marketing and digital services. FTD operates two of the leading online floral websites in the world – FTD.com and Proflowers.com.

Objective

FTD was looking for a sophisticated yet economical digital promotions solution that would help drive conversions and shopper engagement. In addition, FTD sought a solution that was agile, user-friendly, and customizable to suit their unique business needs.

Challenge

Like any B2C organization, one of FTD’s development roadmaps for their latest fiscal year was to drive conversions while improving page speed performance. Originally, the company planned to extend its existing CMS system to create a mobile-friendly promotional content bar. However, FTD soon realized that building an internal solution meant wasted time and
added complexities.

At this point, FTD’s Chief of Staff recommended Thrive Commerce based on his positive experience with the digital promotions solution provider as the CTO of his previous company. It turns out, Thrive Commerce’s easy-to-launch and unique Promotions Suite that enables promotional content management across all stages in the user journey—from acquisition to check out—was just what FTD needed.

Solution

Thrive Commerce’s Smart Bar delivered personalized offers and was an instant hit with FTD shoppers. “Smart Bar’s dynamic feature focuses on driving engagement and conversion and completely aligns with our goals. Moreover, we’re always seeking to drive conversions without driving unneeded promotional dollars, and Thrive Commerce was the perfect fit,” states Ema Ode VP, eCommerce Technology at FTD.

After Smart Bar’s success, FTD promptly launched Thrive’s Smart Pages and Smart Button. While Smart Pages helps organize promotions for high-intent searches, Smart Button reduces cart abandonment and increases upsell. “As we continued to launch Smart Pages and Smart Button iteratively, the insights from the Smart Bar campaign reporting, built by the Thrive Commerce team, helped us greatly refine our campaign strategies. By the time we hit our first peak sales period, we were fully launched on the site and could quickly pivot our promotional strategies to shoppers’ demands,” adds Ema.

Process

It all started with a Proof of Value (POV) A/B Test. By displaying the Thrive Smart Bar to a percentage of traffic, FTD was able to quickly validate the immediate conversion
benefits of Smart Bar promotional content. “We had Smart Bar live on Proflowers.com within a couple of weeks, as we built the feature flags to allow us to A/B test the solution,”
explains Ema. “In addition, the product and tech team at Thrive Commerce also went the extra mile and enhanced the capabilities within their platform based on feedback from the POV test.”

Moreover, Thrive Commerce’s reporting analytics feature was also a game-changer for FTD. It offered more significant insights into which promotions customers are responding to and ultimately drove more traffic with Smart Pages while minimizing fallout with Smart Button.

“By the time we hit our first peak sales period, we were fully launched on the site and could quickly pivot our promotional strategies to shoppers’ demands,” adds Ema.

Results

With Thrive Commerce, FTD noticed tangible business benefits within months of implementation. Some advantages of partnering with Thrive Commerce were as follows.

After a short proof of concept with Thrive Commerce – FTD benefited from an immediate AOV, Conversion Rate & Revenue per Visitor improvement resulting in a +20X annualized return on top line revenue.

“From POV to actual product launch, the onboarding support provided by Thrive Commerce’s Customer Success Manager was exceptional. She provided insights into how other customers have leveraged the platform, modifying learnings to tailor recommendations to our unique needs,” states Ema.

Real-time Changes

With Thrive Commerce at the back end, any update or site changes reflected almost immediately within minutes of making the tweak. Such flexibility empowered FTD to pivot quickly. Moreover, the Company was also able to schedule posts for maximum efficiency during peak season and cut-offs.

Quick Response

The Thrive Commerce team was always proactive and responded quickly to emails and queries, which helped deliver prompt resolution and solutions.

Roadmap Alignment

One of the best advantages of Thrive Commerce’s promotions platform is their continuous innovation that is completely aligned with FTD’s shopper engagement and personalization goals.

Future

FTD will continue using Smart Bar and Smart Pages for improved sales and promotion. The company also plans to further drive seasonal, sales, and everyday campaigns through unique, personalized solutions. For example, “Our decision to buy vs. build a solution paid off greatly with Thrive Commerce’s versatile promotions suite. In the end, we improved site experience and conversions, all while saving valuable time, resources, and finances,” ends Ema.

Sports Endeavors Increases Revenue per Message by 51%

Company

The Sports Endeavors team has over 35 years of experience outfitting youth sports teams, players, parents, coaches, and fans worldwide. Their eCommerce brands SOCCER.COM, WorldSoccerShop, and 431 Sports offer unrivaled online merchandise from large sportswear brands such as Adidas, New Balance, Nike, PUMA, Under Armour, and more.

Objective

Sports Endeavors wanted to improve eCommerce conversion and customer engagement from its SMS marketing channel. Since Thrive Commerce had successfully optimized other paid marketing channels for Sports Endeavors, leveraging Thrive’s hidden offers for SMS campaigns was an easy choice.

Challenge

For over three years, Sports Endeavors had relied on Thrive Commerce’s intelligent Promotions Suite to drive shopper engagement, targeted promotions, and conversion rate optimization for all its brands.

Like many eCommerce companies, Sports Endeavors’ family of brands had much more to communicate than could be included in a single SMS message. They loved their SMS platform’s ability to drive targeted traffic to their pages but lacked the ability to personalize content in an effort to maximize conversion for visitors arriving from SMS campaigns.

Solution

Thrive Commerce’s easy to use platform helped Sports Endeavors create and publish public and hidden landing pages with any type of targeted offer or promotion, which dramatically improved SMS marketing channel performance.

“One of Thrive Commerce’s most unique promotions tools is Smart Pages, through which shoppers view our public and private promotions in one place. We were already maximizing organic search intent with Smart Pages for soccer.com and worldsoccershop.com. But now, we wanted to drive our SMS traffic to Smart Pages as well,” explains Juliana Young, Senior Digital Experience Manager at soccer.com.

Process

By supplementing their existing SMS messages with a second link for shoppers to access all coupons and deals, Sports Endeavors drove awareness of the primary SMS Offer and additional web traffic to their Deals page.

“The SMS link to Smart Pages is easy for our customers to understand and streamlines the customer experience. As a bonus, the customer can click to add the promo code to their cart automatically,” adds Juliana.

Additionally, by leveraging Thrive’s hidden landing pages, Sports Endeavors created a curated list of Offers for SMS channel eyes only.

Results

When Sports Endeavors drove SMS Subscribers to their deals page, they achieved:

+51.4%

Higher Revenue per Message

+12.4%

Higher Conversion

+5.3%

Higher Click Rate

In addition to tangible ROI benefits, Thrive Commerce’s client support and promotions reporting were a real value-add.

Easy Installation:

After a thorough market search for promotions solutions, Sports Endeavors decided to partner with Thrive Commerce for its advanced and customer-centric digital promotions products, such as Smart Pages, Smart Bar and Smart Button. In addition, Thrive Commerce’s plug-and-play feature offered convenience and made it a cut above other solution suites.

Engagement:

Thrive Commerce worked as an extension of their client’s internal team and always brought great insights to meetings. While addressing complex business challenges, Thrive Commerce also went one step ahead and put together custom reporting for the maximum benefit of Sports Endeavors.

Time Savings:

Smart Pages not only brought all promotion information to one place but also empowered employees at soccer.com to organize and update promotions by category, which saved time and manual labor. “We have multiple team members cross-trained on the platform, so any of us can jump in and make changes,” says Juliana.

Future

With year-on-year benefits with Thrive Commerce, Sports Endeavors will continue partnering with the Promotions leader. “In addition to helping us increase conversion and revenue per message, we deeply value Thrive Commerce’s ability to innovate and deliver. We plan to leverage their state-of-art promotions solutions for years to come,” ends Juliana.