You might want to say “Woof” from finding out exactly how Cotonshoppen.dk scaled their e-commerce dog store in only two years by making each dog owner’s experience unique upon their webshop visit. It’s a rather barking revelation. In this blog post, we will use our paws to dig deep into how recommendations on their website and in e-mail campaigns helped them achieve such great results.
While the online pet care marketing has only recently exploded Cotonshoppen.dk has been around since 2007. It’s a genuine pioneer at selling dog products online.
It all started with an idea from one of the company’s owners who, besides from owning a Coton De Tulear dog herself, also wrote a book on the relatively rare breed back in 2006. The book was a huge success, and from here on Cotonshoppen.dk was born.
Today, the company employs 25 people and sells more than 8000 products and 14.000 item-numbers from their location in Aarhus. Despite what their brand name indicates, they have branched out to all dog breeds, creating a non-stop shop for dog owners everywhere.
Making every interaction relevant
Before 2020, 80-90% of visitors to Cotonshoppen.dk would use the search function instead of finding products directly through categories. Alongside this, their e-mail marketing failed to convert subscribers into customers as they were clueless as to what kind of dog content would be most relevant to each person. More precisely, they needed to tap into each dog owner’s preferences and communicate their need exactly.
Zaki described the situation this way:
“Before 2020, we manually chose which products should be part of our newsletter. It was a matter of “this feels right” or a gut feeling that could easily be way off. We needed personalization to give us real-time data on what was truly relevant in the eyes of each individual subscriber, and not us.”
Cotonshoppen.dk placed recommendation modules on their website in 2020. The point was to group popular products in plain sight of visitors so they wouldn’t have to deep-scroll for every quest, neither big and small.
The conversion rate increased by 14% (from 4,05 % – 4,64% between 2020-2021).
“There was no doubt that visitors who saw relevant products were more prone to buy. Our average order value increased alongside the conversion rate, making recommendations modules a powerful booster on our platform.”
Continue the customer journey in an e-mail
Cotonshoppen.dk’s success was not only visible from their website traffic. Their e-mail marketing efforts also quickly made their revenue sky-rock because of a more personalized approach.
“When we implemented recommendation in our e-mail marketing campaigns, we turned our focus to how we could give our subscribers real value, tips, and advice on everything dog-related rather than just pushing random products. We used the data we had from their website behavior alongside what they had chosen to receive more information about. The result was an increase in revenue by 142% in just one year.“
Now, new subscribers pick the box most relevant to their needs: Dog grooming and expositions, tips and tricks, news, and offers. The goal is to align expectations because, as Zaki explains, if you are a Labrador owner, you are not necessarily interested in small hair clips. The shoe leash must match its owner, or the connection will quickly be lost.
Between 2020-2021, Cotonshoppen.dk went from 7.700 subscribers to 27.000. And while they acknowledged many factors play a part in the success story, increased relevancy and using stock data automatically play a significant role.
“Before, our e-mail marketing was pushing content that was far from relevant. Now, we don’t have to consider if the product displayed is in stock. We just know from picking a category in Raptor that the customer will receive relevant offers. It’s freeing up a lot of time for us and, on top, creating a better experience.”
The next step for Cotonshoppen.dk is to include more segmentation in an e-mail to truly tap into the different dog breeds and provide relevant offers aligned with specific preferences. Zaki and Mia both declare to have only just started their personalization journey.
“There’s no doubt that personalization has played a major role in our growth adventure. We have more than 8000 products and variables which would make the relevant experience for each customer an impossible task without a proper recommendation solution.”