Shar Music targeted personalized offers based on past order history, preferred product category and towards top customers. Using this targeted communication, response and conversion rates increased. Rachel Krueger, director of e-commerce for Shar Music, believed “a combination of targeting and automation could benefit our customers’ shopping experience and drive sales.” Since string sales helped build the company’s foundation, and continue to remain a top seller, it was decided to focus efforts on a reorder reminder email program for this popular product.
Musicians know that they should change their strings every 6-8 months, but many either forget or intentionally don’t replace them as often as necessary. Krueger wanted to “automate a program to remind customers of this best practice, make it easy to reorder, and provide the personal touch that Shar Music customers expect.”