SANITINO: How we increased private label sales without paid campaigns by 27%
SANITINO, one of the market leaders in bathroom and kitchen equipment, asked us to increase the penetration of its own kielle products on its e‑shop.
Increase private label sales
Personalised pop-ups
For SANITINO, one of the market leaders in bathroom and kitchen equipment, we increased the penetration of the private label kielle by 27%. How was this achieved? Find out in the case study.
When we thought about how to increase conversion rates without involving paid channels and marketing campaigns, we chose Mailocator. Using it, we were able to effectively engage with visitors on the site and drive them from products to our own kielle brand.
Increase private label sales
ABOUT SANITINO
A major player in bathroom and kitchen equipment, it operates in 12 European markets and continues to expand every year. Proficio Hub has been managing full-service marketing services for SANITINO for 8 years. As part of this cooperation, Loyaltiq takes care of retention and email marketing.
Kielle: quality at a reasonable price
SANITINO has its own private label kielle, which it uses to compete with more expensive brands and thus represents a possible alternative at a lower price. The parameters of kielle correspond to the products of renowned manufacturers and thus represent an advantageous choice with an excellent price/performance ratio.
As we proceeded
We designed pop-up display scenarios to automatically respond to current product data (stock, price) from the web data layer and recommend alternative private label kielle products. The pop up is displayed on all 12 e-stores.
The client has prepared a list of products and their alternatives from the private label kielle. Since the prices on the SANITINO e-shop change dynamically during the day and we need to keep the data up to date, we paired the product IDs with the product feed.
We then created scenarios in Mailocator using data from the e-commerce data layer. The datalayer stores and regularly updates information about the alternative product and the product being viewed. From the datalayer, we write the product name, price, USPs, image and link into the popups. At the same time, we take into account the possibility that a discount code can be applied to the viewed product and it could happen that the kielle after applying the discount will not be cheaper than the viewed product
Benefits of engaging Mailocator
- Increasing the visibility of alternative products
- Automation when working with data
- Dynamically generated content
- Flexible work with content
- Easy campaign editing and launching on x e-shops
- Dynamic attribute addition
What it looks like in practice
Sink faucet for 4 608 Kč and view alternatives with the same parameters for 1 589 Kč. In the pop up we also calculate the amount saved. Of course, the design of the pop up can be modified and we can test which display variant shows better results.
Alternative pop-up display
After clicking on I want to save, the user is redirected to an alternative product in a new window. The I don’t want to save option collapses the pop up into a CTA and the pop up can be called again by clicking on this element. The price in the CTA is updated depending on the product being viewed, so the CTA will reappear on the product with the alternative with the current amount saved.
As part of the campaign, we are also testing different pop up display options. After 5 seconds on the page vs. scroll to 20% of the page. On mobile devices, we took a different approach to displaying the pop up. On desktop the pop up will pop up by itself, but on a mobile device you need to click on the CTA I want to save.
Testing on the German market
We tested the benefits of the pop up on the German version of the e-shop. We evaluated the impact based on an A/B test. We divided the visitors of the branded products into 2 audiences. To the experimental group we displayed the pop-up with the kielle alternative and to the control group we did not display the pop-up at all. We then compared the incremental benefit on sales of kielle products within the experimental group.
The test confirmed to us that the display of alternative products has a significant impact on the sales of kielle products. For the test group, we saw a 27% increase in sales of kielle products.
Client evaluation
The test in the German market met expectations and confirmed the effectiveness of the proposed strategy. Based on the results, we plan to implement it in other countries to support the growth of kielle’s sales.
Michal Skalník, Head of Marketing, SANITINO
