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Movable Ink

The Magic Behind Toolstation's Marketing

Case Study: How Toolstation Nails Marketing Automation and Personalization

Since 2003, Toolstation has been one of the UK’s leading tool suppliers for tradesmen, DIYers, and home improvers, doing everything in their power to help customers get the tough jobs done. Providing trade-quality products at a great price, Toolstation understands the importance of executing a project with ease and efficiency — and their marketing team reflects this notion as well. 

Toolstation has a goal to create captivating and relevant marketing communications that not only spark customers’ enthusiasm to build, but save them precious time to ease their workload. This mission laid the groundwork for the Toolstation and Movable Ink partnership.

The Challenge: Create visually riveting and relevant brand experiences that save Toolstation’s marketing team production time while increasing revenue and CTR.

The Solution: Toolstation partners with Movable Ink to tap into API data sources that send the most recent inventory and social proof information to customers without any extra lift from marketers, and implements behavioral functionalities to tailor messages based on customer shopping behavior and location.

A story lies within every constructed house, renovated kitchen, and landscaped lawn. Toolstation prides itself on being a small part of the journey and ensures their customers get an experience that’s personalized to their own needs every step of the way. This case study uncovers how Toolstation makes this possible. 

Automation is the Sharpest Tool in the Inbox

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.

Get on Your Customers Level with Social Proof and Online Stock

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



Nail Relevancy with Store Locator and Local Stock

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.

Saw Something You Liked? Maximize Abandoned Cart Performance in Every Email

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.

Tighten Loose Screws in the Post-Purchase Experience

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

Conclusion

Building what you’ve set your mind to isn’t always an easy feat. But if you have the right tools to get you there, the possibilities for success are endless. The Toolstation and Movable Ink partnership has proven just that. 


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