Who are Laithwaites?
Laithwaites is a popular wine merchant in the UK, established in 1969 by Tony and Barbara Laithwaite. They are known for their extensive collection of wines sourced from all over the world and for providing a personalized and convenient shopping experience to their customers.
The challenge for Laithwaites and RevLifter
As one of the world’s most renowned eCommerce wine retailers, Laithwaites turned to RevLifter to ramp up sales ahead of the busy Christmas season—a prime time for online shopping and boosting revenue through effective promotions.
Their goal was clear: enhance average order value (AOV) while maintaining profit margins.
Laithwaites faced a significant challenge, but RevLifter was ready to assist with our expertise in personalized marketing. We deliver tailored offers and intelligent discounts based on specific business growth objectives. In this case, the strategy was straightforward: create incentives to encourage larger cart values through cross-selling and upselling.
After noticing a spike in discount-related searches, such as "Laithwaites discount code," we recommended developing a personalized coupon page to attract thousands of deal-hunters during the festive rush. The brand was enthusiastic about testing this approach and agreed to track conversion rates (CVR) and AOV against the averages for incentive publishers and their affiliate programs.
Additionally, Laithwaites aimed to segment and identify customers who took advantage of holiday offers. The objective was to target these consumers with personalized deals that promote repeat purchases and foster customer retention through loyalty programs.
The offers and campaigns
Every Offers Page is tailored specifically for the retailer, enhancing eCommerce success. It’s all about being native and fully branded, considering everything from brand guidelines to existing on-site widgets.
Each element of the Offers Page is meticulously optimized to create a seamless customer experience and ensure high conversion rates. For Laithwaites, a few extra details made the setup even more special.
Rapid implementation
Thanks to the Rakuten master tag, launching Laithwaites' page was a breeze. With technologies like RevLifter pre-installed on affiliate network tags, brands can go live with a select group of innovations in just days.
The tag implementation allowed Laithwaites to explore advanced segmentation and personalized marketing through its coupon page.
Design and optimization
Laithwaites' deal page was uniquely designed with its branding, serving personalized deals based on customer behavior and orders. RevLifter creatively tweaked the page colors according to the wine and grape in the cart.
hey also introduced a fun “uncork your reward” button for customers making repeat purchases of full-price items on their second order, aligning with the retailer’s goals and boosting customer retention.
Offer building
Deals shifted based on the type of wine purchased and the cart's value, optimizing the average order value. For instance, a customer with a $40 order would receive a small discount to encourage them to reach $50.
This cross-selling strategy is an intelligent way to upsell those who might not naturally increase their cart value and generate additional revenue.
Traffic driving
Laithwaites’ page was optimized for PPC to attract traffic. When customers abandoned their carts while searching for deals on Google, like “Laithwaites voucher,” they were drawn back in with a personalized deals hub filled with offers related to their cart. With many looking for money-off promotions around Christmas, a significant sales volume was anticipated.
Team RevLifter secured PPC rights for various branded keywords, bringing deal-seeking traffic back to Laithwaites’ site and ultimately enhancing business growth.
Results
“Since launching with RevLifter two weeks prior to Black Friday, they have become our top publisher from there on out. The utilization of AI to serve relevant vouchers based on the basket, coupled with PPC voucher rights, has driven phenomenal success and continues to do so.”
Monika Antczak, Digital Acquisition Manager, Laithwaites Wine
