New email strategy with Bronto Software drives record December sales for the global nursery brand.
The month of December had traditionally been a ‘revenue riddle’ yet to be solved for The Gro Company. December was the time for The Gro Company’s biggest trade customers – high street retailers – to shine and enjoy the Christmas sales peak. But in 2014, The Gro Company decided to put their marketing team, and their new marketing automation software from Bronto, to the test by launching the ‘Seven Days of Christmas’ sale campaign.
The idea was to run a Christmas sale by sending out an email a day for a week, with different offers each day. The campaign produced 57% of The Gro Company’s December online revenue, which was up 28.8% year-over-year. The strong December capped off a year in which online sales for The Gro Company grew 57% year-over-year.
To execute a Christmas email campaign without stepping on the toes of the big box stores that carry their products, The Gro Company waited until the week of 15th December to kick off the campaign. By this point, all of The Gro Company’s trade customers had their in-store promotions running, but it was still early enough for customers buying through the Seven Days of Christmas sale to receive their purchases in time.
Edward Scott-Finnigan, Group Ecommerce Manager at The Gro Company, says, “It was kind of the unwritten rule that everything shut down in December. It was always going to be the toughest month of the year for sales. We were convinced that the rising tide of Christmas season sales could lift the boats for both the high street retailers as well as our website. Working with Bronto, we were able to develop a festive email strategy that was both engaging to consumers and delivered results that surpassed our expectations.”
Georges Berzgal, Managing Director Europe of Bronto Software, adds, “Christmas is the most important time of year for retailers, with many of them generating 20-40% of their annual revenue over this relatively short period of time. The Gro Company successfully capitalised on this all-important season with its smart and efficient festive email campaign. We’re pleased that The Gro Company’s ecommerce team will put the Bronto platform to the test again this December and is already working hard on the strategy for another record-setting seasonal sales period.”
Source: http://www.gro-store.com/