Online retailer BassBuds brings its BassBuds high-performance in-ear headphones and BassBoomz portable Bluetooth speaker to customers across 27 countries. With units sold in the hundreds and thousands, BassBuds have been winning plaudits from industry press and the celebrity world.
Launched in March 2012, BassBuds’ retail site initially found success in the UK, before being rolled out internationally to 11 countries, including France and Germany.
With an exciting new product, BassBoomz, BassBuds wanted to create a high level of social media buzz across several counties. Through an engaged community online, BassBuds also planned to keep customers informed of the company’s latest news, products and events, while boosting repeat purchases and cross-promoting its range.
While BassBuds was achieving industry average response rates from email campaigns, coupon sites and its Facebook store the retailer wanted to expand its online community to boost customer engagement and conversions. BassBuds identified Facebook as the main social media channel where most of its customers were active. The company had successful managed to attract Facebook followers on launch, but wanted to convert more customers into fans. BassBuds required a tool to:
- Increase brand awareness and social conversations about products
- Automate social conversations and encourage customers to take social actions
- Put foundations in place for an international social media community
- Increase purchase frequency by offering vouchers
With an international presence, BassBuds required a customisable tool to run campaigns initially for six individual retail websites, yet be managed centrally. In addition, the tool needed to be cost-effective and compatible with Magento.
BassBuds approached Owned it, a marketing platform for online retailers that helps to increase referrals, revenue and conversions by creating marketing campaigns for social sharing of tailored offers and incentives.
The Owned it suite of customer engagement apps enables retailers to create and customise a wide range of social and referral campaigns. BassBuds used the following features:
Social offer sharing – BassBuds offered vouchers to its customers and their networks. Through this campaign, BassBuds increased traffic to its retail site from new customers and encouraged repeat purchases from existing customers.
The built-in campaign optimisation module to segment shoppers according to country, helping BassBuds to run campaigns that meet the local needs of customers.
Cross promotion – following a purchase of BassBuds, customers are provided with incentives to buy BassBoomz.
In less than a day, Owned it was installed for six websites and BassBuds’ web designer and web developer had set up trial campaigns. The premise was simple. At the order confirmation or acknowledgement stage, BassBud’s customers were presented with a social campaign – in this case offering vouchers and encouraging them to become fans of the brand on Facebook.
In the first quarter, the campaign exceeded BassBuds’s expectations with 45% of customers clicking on product share or talking about BassBuds on Facebook. BassBuds was so impressed with the results, that the retailer is now using the platform for campaigns in 11 countries, and is planning to use the campaign for a tailor-made pop up and the promotion of an online mini-game.
Since October 2012, BassBuds has increased conversions in the UK and internationally, and Owned it has been instrumental in encouraging repeat purchases.
Through the use of Owned it, Bassbuds increased the conversions in two ways:
1) Increase in repeat purchases
2) New customer acquisition
Actual figures include a monthly increase in sales between 5 - 10% and the anticipated increase in social traffic is between 15 - 30%.
Steven Beckford, Managing Director, BassBuds, on Owned it: "I never thought that social campaigns could make this much difference to our conversions. Our social traffic has increased significantly and we've had repeat purchases from our customers. Owned it’s technical support team are always happy to help and are very quick to respond to any queries or issues."
BassBuds is currently using Owned it to promote its Classics and Fashion earphones ranges and is planning to roll out the tool to BassBoomz speaker range.
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