The Magic Behind Toolstation's Marketing

Toolstation wanted to build a marketing experience for customers that makes their individual shopping journey simple. While this was a priority, the team also needed to focus their time and energy on their 2022 key initiatives. To do this, they constructed a product block in the Movable Ink platform that allows Toolstation’s marketers to input specific SKU numbers or set parameters such as site category, subcategory bestsellers, or most viewed items. This creates an automated experience that is still personalized to the unique customer.

To provide the most accurate information possible, each product displays current savings against list prices pulled from an API data source, with logic in place to show percentages or euros depending on the price point.

Adding these modules to a typical email helps Toolstation generate content quickly and efficiently without the need for extra creative variations from their design team. Both the savings and bestselling stock module aid in generating more engagement.

When a product is trusted and bought by many, chances are other customers will follow suit. ​​According to Trust Pulse’s research, 60% of people claim to make purchases because of FOMO, often within just 24 hours. Toolstation’s marketing team noted this success rate and made their next move.

Toolstation uses Movable Ink’s social proof capability along with the Bazaarvoice API to pull in the number of customers who bought a specific product that week. To pair with this, an inventory API is used to relay the most recent online stock information to the customer, which allows them to make actionable and convenient purchasing decisions.

Both of these functionalities have driven engagement and have created a robust case for revenue generation.

Result

11% Lift in Revenue

Toolstation’s marketers knew that displaying relevant product information was a must, but they wanted to take it a step further. The best way to hammer down the competition? Meeting customers where they’re researching and shopping.

To create a more powerful customer journey for those who need a product quickly, Toolstation included a map module of the customer’s closest branch location. They also added local inventory information for certain products by comparing the customer’s postal code to the store’s longitude and latitude

The abandoned cart banner and category browsed module is a match made in Toolstation heaven. These two work together to create an email experience that attracts engagement and conversion.

The abandoned cart banner only appears if the customer receiving the email has left something in their cart, and is replaced with a fallback experience if they have not. This gives the customer a nudge if they have forgotten about the item they left behind. To take it a step further, the category browse module displays similar products based on what has piqued the customer’s interest in the past.

Maintaining a connection with a customer who has been loyal to your brand is critical to securing future purchases. In fact, sending post-purchase messaging to a customer is a proven success, with open rates averaging at 40.5%.

Using Movable Ink, Toolstation created an automated email campaign that customers receive a few days after they purchase an item. This message thanks them for their order and includes bestselling products from the category they recently purchased from. For example, Max bought a power tool, so in return, power tool accessories display in his personalized email.

Including this email as part of the customer journey resulted in a 73% lift in revenue.

Result

73% Lift in Revenue