We all understand the value that personalization brings to big sites with large inventories that cater to diverse audiences. Amazon sells what seems like an impossible number of products across an endless number of categories on its site. Netflix has far more content available to view than one person can realistically sift through in a single sitting. And neither targets a specific market — they have mass appeal. Both of those sites are known for their personalization because they need to personalize. Without their ability to recommend the most relevant products or content at the individual level, we would all become too frustrated or overwhelmed by choice to use those platforms.
But what about brands with a more targeted inventory and a loyal customer base? Do their sites not need personalization because their customers are less varied? If you’re a regular reader of the Evergage blog, you know that’s certainly not the case. Even specialty retailers have diverse customer bases — because everyone in this world is unique.
Carhartt’s approach to personalization
Carhartt is a specialty retailer that’s been around since 1889, and it has a long history of providing reliable work clothes to generations of workers. Many of Carhartt’s customers buy the same work shirt or boots consistently because they’re the same products their parents used and their grandparents used before them. As you may expect from that description, much of Carhartt’s customer base shares similar values and preferences.
And yet, every one of Carhartt’s customers is unique. Some are farmers, hunters or fishermen. Some work in factories. Some maintain gardens or greenhouses as a hobby. Each of these people identifies with the Carhartt brand and what it stands for, but they each have specific needs and preferences. And though many Carhartt shoppers are based in small-town America, they still use Amazon on a regular basis and have high expectations for the experiences they receive. They don’t want to be treated like everyone else.
With this in mind, Carhartt decided to embark on an initiative to enhance its e-commerce strategy to better meet the needs of each individual. It turned to Evergage’s personalization and customer data platform to execute its 1-to-1 vision across channels — focusing primarily on promoting and recommending products individually selected for each shopper across the site and its emails.
Carhartt does this in a number of interesting ways, and it is constantly testing new ways to deliver individualized experiences.
While many of Carhartt’s customers are creatures of habit, they will buy new and different items that pair well with their usual purchases when they find something that meets their needs. Leveraging that understanding, Carhartt recommends complementary items that “complete the look” and align with each person’s individual preferences.
With this campaign, Carhartt generated a 5% lift in clickthroughs to its product detail pages (PDPs).
Shoppers who have left items in their carts have demonstrated their interests clearly. When a cart is abandoned, Carhartt sends a triggered email that contains the item left behind. It also uses this opportunity to show shoppers that it understands their needs by including other relevant products the shopper may like.
This campaign increased conversion rates seven times over Carhartt’s previous triggered email solution!
By using Evergage’s platform to understand each customer’s preferences and select the most relevant products to suit those needs, Carhartt is able to show its loyal customers that it understands them — and boost clickthroughs and conversions at the same time.
To learn more about how Carhartt uses personalization, check out the full case study. And for more information about how Evergage can help you deliver individualized e-commerce experiences to your shoppers, request a demo today.