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Fresh Relevance helps Dormeo triple the sale of product bundles

Fresh Relevance, a Dotdigital company, has helped Dormeo to increase average order value (AOV) by 10 per cent year on year, across its range of mattresses, toppers, beds, and bedding.

Dormeo has brought Italian-designed, European-made memory foam mattresses directly to people’s homes for the last 20 years. Working with Fresh Relevance, Dormeo has implemented product recommendations, dynamic countdown timers, and popovers on its website, as well as triggered cart and browse abandonment emails. 

Dormeo has used Fresh Relevance’s product recommendation functionality and has increased its upsells by displaying product recommendation popovers for smaller complimentary products, such as pillows, when a shopper adds a product to their basket. Mixed in with recommendations for smaller items are recommendations for their product bundles, which include a selection of items such as mattress protectors, pillows, and bedding care kits.

Matthew Melville, Ecommerce Assistant at Dormeo said, “our product bundle sales tripled overnight after we implemented the upsell product recommendations and our AOV has increased by 10 per cent year on year. It’s been a really positive campaign for us.

“Ultimately, we’re a considered purchase and we might only see a customer once every eight years, so optimising our cart abandonment program was vital. We used to send one cart abandonment email but now we have a four-email flow.”

Dormeo sends triggered browse abandonment emails to bring shoppers back to their site. These emails include ratings and reviews to showcase the business’ trustworthiness.

Matthew added, “since we’re a considered purchase, shoppers might look at several different retailers during the mattress purchase process, so we wanted to get browse abandonment emails in place to bring as many people back to our site as possible.

“We used to have a pop-up on our homepage, but since using Fresh Relevance we’ve switched to a targeted popover on our PDPs, which has led to 79 per cent more sign-ups.”

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