DIY retailer Wickes has improved its customer experience online by partnering with Taggstar to help customers make better buying decisions with customised messaging. Having opened its first store in 1972, Wickes now operates from over 233 sites across the UK. There are currently 20,000+ products in the Wickes online range including tiles, flooring, bathrooms, paint and timber. And, with the brand increasing its digital customers, the retailer is continually looking to improve the customer experience online.
Objective: to help customers easily find and buy what they needed
The challenge was to find a way to ensure that once customers arrived on the website they could easily find what they wanted, make a decision and finalise their purchase. Taggstar worked with Wickes to create a pilot project and business case to evaluate the impact of social proof on the customer. The test kicked off in August 2020 for 30 days with an A/B test split.
Taggstar’s customer success (CSM) team worked with Wickes digital team to create the right look and tone of voice for the brand. A/B testing quickly enabled the team to identify the most effective messages. Wickes took advantage of using six of Taggstar message types to optimise the perfect customer messages for its customers. These included messages that highlighted popular and trending items; when items were last purchased; how many people were currently looking at an item; how many people had an item in their basket and personalisation messaging showing how many people had looked at and/or bought an item since a customer had initially visited the website. All Taggstar messages are fully customisable to a retailers’ brand style and tone of voice.
“Taggstar have been great to work with and the team have a really robust approach to measurement and performance tracking, which has given us real confidence in the data and performance we’ve seen,” says Paul Canavan, digital director at Wickes.
Google Tag Manager was used to integrate the Taggstar solution with Wickes eCommerce platform. Wickes is now deploying Taggstar social proof across all its website, with 100+ million messages appearing every month.
The results: immediate positive commercial impact
With half of all visitors on the site seeing new social proof messages indicating recent customer views and purchases, the results were immediate and positive. Customers engaged with the messaging and had the confidence to purchase based on other customers’ decisions. A further two-month evaluation demonstrated conclusive additional positive results including increased sales within the group of customers within the A/B test. Wickes consequently decided to roll out Taggstar social proof to all key areas of the website providing customers with confidence regarding the purchase they are making.
“It’s really clear to see that by providing customers social proof messaging, it has had a positive impact on customer purchasing behaviour. Peer to peer recommendations in all forms are more receptive than a sales message. The test gave customers confidence in their purchase, as they know they’re making an informed buying decision. We saw the difference in just 21 days of using the Taggstar solution, they were brilliant to work with and we’re pleased that our customers are responding to its implementation,” says Lindsay Costa, senior e-commerce trading manager at Wickes.