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Broń.pl Case Study

Broń.pl increases lead generation from the website, builds customer loyalty thanks to personalized video content and boosts conversion rate in email marketing with dynamic 1-to-1 emails and customer segmentation.

Customer of SALESmanago Marketing Automation - Broń.pl

Broń.pl is a leading eCommerce offering firearms and self-defense equipment that might be purchased without permit, including survival, air soft, detective and hunting gear. The owner of the store, KOLTER company, was established in 1991.

Challenges

The offer of the store is addressed to specific and precisely targeted audience, hence the following conditions of the shopping process must be taken into consideration:

  • Long sales cycle – shopping decision is made after verifying the necessity of obtaining a permit, consultation with family, examining possible use of the product.
  • Limited target market – what entails high priority for lead generation and maintaining actual customers’ interest.
  • Effective cross-selling – accessories for huge part of the offer are available and can increase the value of the shopping cart.

Success

  • increasing lead generation from the website,
  • increasing Click-Through Rate thanks to personalized content of the messages,
  • decreasing unsubscription rate,
  • increasing Open Rate thanks to tailoring time of delivery to users’ individual preferences,
  • increasing loyalty and amount of next purchases with personalization and delivering information matching current needs of individual user,
  • increasing conversion on dynamic 1-to-1 emails.

Options of further development

  • Implementing SALESmanago Copernicus – Machine Learning & AI is an advanced self-learning algorithm that analyzes the behavior of individual customers and predicts future purchases.
  • Introducing dynamic pop-ups with cross-selling offer displayed while user is shopping to increase shopping cart value.
  • Constant optimization of implemented processes with A/B testing.

“We use SALESmanago from the beginning, and are happy to observe its development and introduce new modules. The system offers amazing possibilities, with which marketers’ creativity is the only limit. It handles mass mailings, from simple newsletters, to automated dynamic emails delivering increases by several hundreds percent. Also it can be easily integrated with numerous SMS providers. We are also satisfied with download center and simple setting of contact forms, as the amount of them grows with the development of the website. Pop-ups which you can put anywhere on the website are another powerful feature. And last but not least, what distinguishes SALESmanago among other providers is excellent and professional customer support”.
Konrad Frątczak, E-commerce manager

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