Oroton on upselling on the INSIDE

Success stories

Engage smart and convert

Oroton’s philosophy is simple: deliver the same exceptional customer experience, regardless of the channel. In-store sales assistants wouldn’t allow a customer to walk around unassisted for more than 10 minutes, so why would Oroton leave them to their own devices online, when often this is where they need the most help?

“We believe in delivering a customer experience that is as close as possible to the experience our customers receive when they walk into an Oroton store. INSIDE helps achieve this by providing essentially the same information about the customer, including the products they are browsing, purchase history and what’s in their shopping baskets,” says Ali Gordon, Oroton’s Assitant Marketing Manager.

“Armed with this information, our dedicated online sales team can then engage with the customer and recommend complementary products, immediately advise of an item’s availability, or even overcome difficulties with credit card payments.

“We regularly see conversion rates of around 18 to 22 per cent as a result of these engagements, and our customers appreciate the personal touch that this service offers. It humanises what would otherwise be a very impersonal interaction.”

Oroton is one of Australia’s most

celebrated brands on the world

market, with more than 80 stores

across Australia, New Zealand,

Singapore, Malaysia, Hong Kong

and China.

In 2009, Oroton partnered with

Powerfront to launch the coveted

brand online, and the interactive

website has since become a

pivotal sales and brand-building

platform.

With the introduction of INSIDE

almost a year ago, Oroton has

been able to engage with online

customers like never before

– driving conversion, building

brand loyalty and delivering an

exceptional shopping experience.

Average proactive engagement conversion rates

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

Proactive answered

20.10%

Proactive unanswered

11.60%

Show and sell

Why let your customers stop at one product when they could be tempted by two, three or even more? INSIDE’s intelligent targeting platform does the cross-selling for you, instantly. When a targeted customer adds a specific product to their shopping cart, INSIDE automatically generates a discreet pop-up promoting a matching product from the same collection.

Working with the INSIDE team, Oroton created a series of customised messages promoting complementary products that might appeal to select shoppers.

“When a customer purchases a handbag from one of our collections, they are also presented with the matching purse through an automated engagement,” Ali says. “The conversion rates we achieve through this tactic can be 50 times higher than the average site conversion rate.

“When a customer has the propensity to purchase, and has a preference for a certain style, then sometimes just a quick snapshot of a complementary product is enough to close the sale. The key is to cross-sell the right product, at the right time.

“Depending on the product category, we can achieve click-through rates from around 10 to 13 per cent. The conversion from those clicks is much, much higher than the average rate up to 60 per cent.”

Average cross sell conversion rates

“INSIDE allows us to implement old-fashion customer service strategies online, which is exactly what we have done. And it has delivered results.”

Ali Gordon, Oroton Group

Assistant Marketing Manager

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Average cross sell

conversion

55%

Average order value

increase

Up to 60%

20%

INSIDE gives you the power to constantly review the performance of your website from the end user’s perspective. You can audit your chat transcripts, search for keywords, and extract information that identifies common pain points customers might be experiencing. Gain real-time insight into the journey customers take while navigating your website, and use it to continually improve. This information is crucial for site optimisation and planning future rebuilds.

“We have the reporting tools that enable us to continually optimise our chat strategy, however INSIDE also provides us with the tools to help identify system weaknesses and any problems our customers might be experiencing on site,” Ali says. “We can then feed this information back to our web team to rectify, delivering a user experience that is responsive and continually improving.”

Listen, learn and leverage

The INSIDE engagement platform increases operator efficiency, increases conversion, and builds customer loyalty. Contact us now for a free demonstration.

+1 310 246 2351 sales@powerfront.com www.powerfront.com

“From a sales point of view, INSIDE enables us to filter our customers using an intelligent rules-based targeting platform so that we can allocate proactive engagement resources to achieve the highest return. By applying smarter engagement rules and methodologies, we are able to manage the number of engagements based on the resources we have available.”