Andrea was a major contributor to the launch of new features like ‘bought before’ products importer and 'persistent shopping cart draw' which together increased online sales conversion +20% YoY, new customer acquisition by +10%, and AOV by +2%. 


These key features helped restore the 40% sales deficit experienced through the new website's rollout plus attract new customers using their loyalty program by providing a frictionless first shop.


Recognized for her intimate knowledge of the customer experience, Andrea was then selected to be the Product Manager for the next web development iteration, which resulted in a mobile-first redesign that Coles online still uses today. According to Coles' latest public numbers, the website generated $2.8 billion in revenue in 2021.

Andrea G.

Mayple Vetted

expert

The Challenge

When Andrea joined Coles online as its Customer Retention & Loyalty Marketing Manager, the shopping website's user experience was unintuitive, time-consuming, and not able to support the volume of peak selling days -- and certainly not support its ambition to grow beyond $200m in yearly revenue.


After successfully implementing an email segmentation program and Recency Frequency and Monetary Value (RFM) framework to engage repeat customers and extend LTV, she was selected to lead the marketing efforts to progressively migrate 400k customers to the new website which was getting ready to launch, as Customer Marketing Strategy Manager for Coles online.


After stepping into this role and devising the program to onboard customers to the new experience, sales were declining significantly through the staggered roll out and customers were abandoning their relationship with Coles online instead of embracing the new user experience. Although change aversion is natural, the significant sales impact signaled that there were larger issues at play.


The Process

  • Andrea played a critical role in helping uncover the reasons for abandonment. Andrea met with customers, collaborated with a UX agency to conduct usability studies, implemented an on-site feedback capture, listened to customer calls, and analyzed web behavior data to help uncover key qualitative and quantitive insights about the points of friction.
  • This user experience analysis helped the business understand user needs and desires, which were then prioritized based on effort and complexity to design and build, and business benefit (including cost reduction and revenue), resulting in several new features growing AOV and retention rate.

The Solution

Andrea was a major contributor to the launch of new features like ‘bought before’ products importer and 'persistent shopping cart draw' which together increased online sales conversion +20% YoY, new customer acquisition by +10%, and AOV by +2%. 


These key features helped restore the 40% sales deficit experienced through the new website's rollout plus attract new customers using their loyalty program by providing a frictionless first shop.


Recognized for her intimate knowledge of the customer experience, Andrea was then selected to be the Product Manager for the next web development iteration, which resulted in a mobile-first redesign that Coles online still uses today. According to Coles' latest public numbers, the website generated $2.8 billion in revenue in 2021.

Skills Used

CRO,Web Development,Marketing Strategy

Industry

Food & Drink

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