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System Boosts Bass Pro's Online Cross Selling 50%
OCTOBER 26, 2005 --
Coremetrics, a provider of hosted web analytics and precision marketing solutions, reported that Bass Pro Shops is using its web analytics data and marketing and merchandising best practices to personalize marketing campaigns and significantly improve cross sell opportunities. By offering the most relevant promotions and products to its customers, Bass Pro Shops recognized a 50% increase in cross sell revenues.
"Prior to using Coremetrics to automate cross sell promotions, Bass Pro was basing its merchandising decisions on antiquated technology instead of analytics data. We knew visitors were not being offered the most relevant products and we knew we were missing the opportunity to increase revenue," said David Seifert, director of operations/direct marketing, Bass Pro Shops.
"Using Coremetrics, we quickly and effortlessly collected and analyzed the behavior of site visitors and were able to make automated, data-driven changes to our cross sell functionality almost immediately. We are extremely happy with the fact that cross sell now represents almost 30% of site sales."
Bass Pro Shops first implemented Coremetrics in '03 to analyze visitor and customer behavior to improve the shopping experience. After recognizing a significant lift in sales based on site optimization best practices, Bass Pro Shops realized it could further capitalize on the unique visitor behavior data collected in Coremetrics LIVE Profiles to personalize campaigns and improve cross sell.
Specifically, Bass Pro used Coremetrics to identify which combination of products buyers and visitors were most likely to purchase. By analyzing visitor behavior throughout the entire shopping process, Bass Pro was able to determine the most highly relevant products to offer customers who browsed for specific items on the site.
After making a few changes to cross sell functionality, including the ability to receive targeted promotions within the search process, Bass Pro saw cross sell revenues increase by 49.7%, representing almost 30% of total site sales.
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Categories
Sporting goods industry
Behavior
Marketing
Companies
Bass Pro Shops Inc.
Concepts
cross sell
cross sell functionality
analytics data
site sales
web analytics
People
David Seifert
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