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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.
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.
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.
CRO,Web Development,Marketing Strategy
Food & Drink
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Treasury Wine Estates is a multi-brand and multi-region wine company. I worked with the DTC business in the US to connect the consumer experience across its physical tasting room, website, subscription and phone sales channels. I was responsible for the functional roadmap for marketing and eCommerce DTC.
Shark Clean AU is the sister brand to Ninja Kitchen and they both faced similar challenges.
The brand was struggling to improve the ROAS of their online store above 300%, after getting a taste of 800 - 900% during the pandemic, when people being stuck at home all day every day was beneficial to a brand like theirs. The brand was already familiar to consumers who were used to seeing it at stores like Harvey Norman and Kmart, but now could no longer shop at those stores. Another challenge was not being able to offer discounts on their products deeper than the stockist retailer were offering.
The target ROAS was 500 - 600%. The channels they were using were Facebook/Instagram Ads and Google Ads. Facebook was an area of concern as they did not see consistent returns there, although the channel did very well during lockdowns.
Join us on a journey into the world of small business marketing, where a unique paint-your-own pottery studio, The Mad Potter, faced challenges with their email marketing strategy. As a one-person marketing team, their Marketing Manager embarked on a quest to enhance engagement, improve metrics, and sustain growth. Discover how partnering with Mayple transformed their email marketing approach, making it more personalized and effective, ultimately leading to increased open rates and confidence in their marketing efforts. This is the story of The Mad Potter, a testament to the power of strategic collaboration with Mayple.
In the heart of Munster, Ottawa, Saunders Farm stands as a 100-acre agri-tourism haven that hosts an array of community events, including festivals, weddings, Farm Camp, Haunting Season, winter festivities, and boasts the largest collection of hedge mazes in North America. As the Marketing Coordinator at Saunders Farm, the challenges of boosting engagement and optimizing their email marketing strategy loomed large. This case study delves into the farm's journey to harness their marketing potential with the assistance of Mayple.
University of Georgia, SNAP-Ed, a vital organization funded by the Georgia Department of Human Services, plays a pivotal role in providing Supplemental Nutrition Assistance Program education (SNAP-Ed) across the state. This case study delves into their collaboration with Mayple, which led to significant improvements in email engagement, content delivery, and overall outreach strategy.
In the realm of publishing, Magnetic Press LLC stands as an industry leader, specializing in games and art books. The challenges of enhancing email marketing strategies, particularly for a small business, are not uncommon. This case study illuminates how Magnetic Press LLC overcame these challenges through their partnership with Mayple, setting their business on a trajectory of improved engagement and growth.
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