Written by Kim Zimmermann, Managing Editor

BareBones WorkWear, a provider of outdoor and work-related footwear and accessories, has increased conversion rates and average order values since beginning a pilot in January of the Smart & Targeted Conversions Platform for targeted digital promotions from Fanplayr.

"There are a number of settings in Fanplayr to help us determine who sees offers, at what point in the purchasing process they see those offers and which offers those visitors see," explained Steve Wylie, CIO/Director of e-Commerce for the retailer that operates five stores in Northern California and an online store. "We can make real-time adjustments to live campaigns without disrupting traffic flow."

Wylie said that the system helps the retailer be judicious in its promotions by targeting offers to those visitors more likely to buy. "BareBones’ pricing policy is a no-nonsense, every day discounted price," he noted. "When we do offer purchase incentives, we want to make sure programs are well thought out, targeted at specific segments and that we maintain visibility and control over coupons collected and redeemed. Fanplayr gives us all this and more."

At the start of this three-month trial, the retailer added tracking code from Fanplayr to its web site to compile a detailed report on visitors’ behavior — for purchasers and non-purchasers. "We then set up campaigns targeted at profiles that would most likely be persuaded into purchasing through offers," Wylie said. "We were also able to exclude segments that we felt did not need purchase incentives. We also added minimum purchase incentives at strategic points during the sales process."

BareBones already was using e-Commerce software from Magento and Fanplayr is a Magento Gold Industry Partner, which Wylie said made for a smooth integration. "We couldn’t afford to have any downtime, so it was critical to us that this be a quick and easy implementation," he said, noting that the performance-based payment model in which the retailer only pays for completed transactions was attractive.

"In a short period of time, Fanplayr has become an instrumental marketing tool for us," Wylie concluded, adding that he expects to move forward with the system at the end of the trial