87%
of the contact database are buyers (all time)
50%
of transactions made in previous quarter are driven by SALESmanago
SALESmanago have plugged the gaps in our online marketing. Allowed Tanners to improve customer insights and better understand how to move the business forwards. The core strength is managing data, and this is the foundation to everything else SALESmanago offer – allowing us to better segment, implement automation and better tailor and time our messaging. There’re so many tools that we’re only just getting started. The help and support is invaluable in utilising such an extensive platform
About
Tanners is family-owned, family run and resolutely independent. It is run
by James Tanner, Chairman, who is the fourth generation of the family
to work in the company. The firm employs more than 100 people,
with the majority split between its distinctive, black & white headquarters
in Shrewsbury and its distribution depot in Wales.
Approximately half Tanners’ sales are to quality- minded hotels
and restaurants and half to private clients and corporate customers such
as universities, colleges and companies – not only locally but countrywide
too. Good traditional service is what Tanners is about, but ‘traditional’
in the best sense of the word. We find it easier to deliver this with
a core of long- serving staff and we are lucky in this respect.
Challenges
Segmentation insufficient for the needs of modern company
Lack of online and offline purchases integration
No automation implemented
Necessity for recommendations improvement
Results
87%
of the contact database are buyers (all time)
49%
of transactions are being driven by SALESmanago when it comes to email marketing (previous quarter)
225%
higher OR for emails sent via automations (previous quarter)
939%
is higher CTR for emails sent via automations (previous quarter)
56%
of contacts gained in previous quarter were opt in
26%
of transactions made in previous quarter are thanks to SM last click
133%
AOV from SM last click is 133% of the regular AOV (previous quarter)
50%
of transactions made in previous quarter are driven by SM