Find out how the U.K.’s leading retailer of baby supplies and apparel leverages data to create a seamless multichannel strategy that’s delivery the most relevant content to customers. Run your business with unprecedented agility with help from the Monetate Success Team. View more website optimization resources at http://www.monetate.com/resources

1. a publication from
customer story:
MultichannelSuccessfrom
Data-DrivenDecisions

2. Kiddicare, one of the U.K.’s leading retailers of baby supplies and apparel, is dedicated to making life happier and easier for
parents. We caught up with Simon Harrow, head of digital trading at Kiddicare, to find out how the company uses Monetate.
Why did Kiddicare decide to
work with Monetate?
Kiddicare has been the U.K.’s largest online baby retailer for some time. It’s
an interesting time for Kiddicare, because we’re transitioning from a pure-
play ecommerce website into a multichannel business. We’re a third of
the way through an aggressive rollout program, setting up 10 new stores
across the country.
ThisstrategyplaystothecultureofKiddicare.We’rebuildingamultichannel
business out of a dot-com mentality, and that means we’re still heavily
focused on data.
Ecommercebusinesses,foralongtime,havehadalotofdata,andKiddicare
has always been data-rich. But there’s a difference between being data-
rich and being data-driven. Data is useless on its own. It has to be turned
into insight. And that’s where Monetate comes in.
Multichannel Success from Data-Driven Decisions
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3. How has using Monetate improved Kiddicare’s
website testing and optimisation strategy?
Using Monetate in combination with Kiddicare’s test-and-learn strategy
has been a great match. We are using Monetate to run short, sharp website
tests to build data, build insight, and then make decisions that are more
grounded. The ability to set up these tests very quickly for large or small
groups of website visitors allows us to fail faster, learn quickly, and take
calculated risks that pay off.
Kiddicare.com is in perpetual beta. Nothing is ever finished, and we don’t
wait for things to be 100% right. We try something new, then launch it on
the website and see what happens as we continue to try to improve on
that test.
Monetate has gone from being a piece of kit
that we bought because it looked interesting to
being at the center of our ecommerce strategy.
- Simon Harrow, head of digital trading, Kiddicare
Multichannel Success from Data-Driven Decisions
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4. What are some of your favourite
Monetate-powered campaigns?
Right now, we’re using Monetate for location targeting around our store
openings. We display targeted messages on the website for visitors in
the areas around our up-and-coming stores to help drive our recruitment
efforts, among other things. Our human resources department absolutely
loves this feature. Our website gets around 1 million unique visitors per
month across the U.K., so when we’re opening stores in really prominent
locations—Birmingham, London, Southampton—the ability to tap into
that huge amount of website traffic to drive awareness, and let them know
we’re coming to their area, has been hugely powerful from a recruitment
perspective alone.
The business side of our operation doesn’t mind handing over that real
estate in very prominent website locations because we aren’t diluting our
messages to everyone else across the country. We’re only showing those
messages to visitors in specific areas, so the website is still relevant for
visitors who aren’t near a store location.
Once the stores open, we’ve got a great marketing platform in Monetate
that we can use to promote that they’re now open, as well as the service
customers can expect in-store, as a way to build trust. And to visitors not
near a store location, we can still promote our next-day delivery. We’re
putting the right message to the right person based on where they are,
and it’s made our multichannel messaging that much stronger.
Multichannel Success from Data-Driven Decisions
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5. What’s the best part about using Monetate?
Monetate has gone from being a piece of kit that we bought because it
looked interesting to being at the center of our ecommerce strategy.
It’s giving us the ability, within a corporate organisation, to take more
calculated risks, to make changes to the website outside of development,
outside of IT, outside of code-freezes. With Monetate, we can be agile,
fluid, and make a commercial difference to Kiddicare.
The ability to test and learn as fast as we’ve been able to with Monetate
has paid itself back 10 times over already. We’re taking the emotions out
of our decisions and going with what the data tells us about what our
customers want.
Monetate gives us the ability to make very small changes or very large
changes, and very easily understand the impact of those choices based
on data. With Monetate, you’re only limited by your imagination. From
changing the color of a button to redesigning an entire page, you can
make sure it works before it reaches the masses of your customers. Using
Monetate, we’ve seen a tangible, commercial benefit to Kiddicare.
Data is useless on its own.
It has to be turned into insight.
And that’s where Monetate comes in.
- Simon Harrow, head of digital trading, Kiddicare
Multichannel Success from Data-Driven Decisions
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6. AboutMonetate
Monetate empowers marketers to leverage big data to create more
personalized and engaging online customer experiences. By providing
more relevant web interactions, leading brands are able to anticipate and
react to consumer preferences to generate stronger customer relationships
and significantly increase profits.
Monetate drives billions of dollars of revenue every year for some of the
best-known brands in the world, including Best Buy, Frontier Airlines,
Aeropostale, The Sports Authority, and PETCO. The company’s solutions
and conversion expertise enable marketers to deliver a more relevant
customer experience with unprecedented agility.
Leading marketers rely on Monetate’s cloud-based browser solutions to
achieve a new level of speed and control, allowing them to run 16 times
more optimization campaigns compared to industry averages. Monetate
solutions include advanced products for testing, merchandising, targeting
and cross-channel consistency, providing an opportunity to bypass IT
restraints and react in real time to customer demands. Monetate also helps
marketers implement best practices and drive online revenue through its
expert strategic services and content publishing teams.
Multichannel Success from Data-Driven Decisions
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