Coles
Overview
I shaped the vision for combining the Coles weekly Wednesday saver email and the Flybuys Coles specials for the week email together into one as Flybuys were no longer sending this email out to customers.
Partnering with the Head of Customers and loyalty and, Marketing Managers, data team, service designer, Brand and marketing manager. I ensured I aligned to the business objectives, user needs and improvement in the design structure.
Through coloration with various members and cross fictional teams we delivered the edm for mobile and web for our millions of Coles customers with the ability to shop products that are on special for the week to give an total uplift annually for the business of 61.6 mil.
Goals
1. Provide bigger impact on top header of content for customers.
2. Incorporate product and list, catalogue module and specials offers.
3. Reduce cognitive load with more direct effective content to grab attention.
The Challenge.
How do we incorporate two edm’s into one and how would that look, what is high of importance for our customers as they go through the journey of the entire email.
Challenge
How do we incorporate two edm’s into one and how would that look, what is high of importance for our customers as they go through the journey of the entire email.
In person Workshop
Awareness and consideration to consider what to change with the decision collected the insights and identified key insights to consider.
To much copy in the body
4 navigation links on the top consider moving them
Less text and more appealing visuals to convey the message to customers
Align product special and recipe better
Research
Interviewed 6 customers
All the customers loved to see the catalogue at the top of the email.
They loved the language “for you” as the feel Coles were able to target offers to them.
Online offers for you can be compelling or another annoying offer hurdle. Some shoppers like and dislike this.
Make it simple the language. Customer felt it was too wordy.
Customers are drawn to the half price specials
Simply further below the breakpoint. Attention ais lowered and need to make is snappy and quick to the point.
Data Insights
I analysed the date insights on all the individual components with the EDM’s.
Stategy
I conducted a meeting with Head of Customers and loyalty and, Marketing Managers, and service designer to discuss the strategy and what are the key business requirements what are we including and not including.
After collecting the information created this in a PowerPoint to share with the team and to discuss further with the delivery team of the weekly edm’s to ensure that what we have outlined it correct and meets their working requirements in sending out this to Coles customers.
Wireframes
After presenting the wireframes to the team I mentioned this product grid is very long with 12 products and the delivery team mentioned the module component I used due to compliance that not allowed.
As the component was already built for the platform the Coles use to established there edm from the delivery team. I suggested a two-product grid so its provides les scrolling and more visibility of the product at hand.
Stakeholders and head of marketing wanted to get this done so additional time was involved and approved as this was necessary as end goal extra revenue will incur for the business. .
Final Hi fidelity Designs
The email will go to over 5 million Coles Supermarkets customers who shop instore and/or online each week and features personalised trade offers and 1-1 personalised special recommendations to help customers save on their weekly shop.
Expect benefit of $1.36M incremental revenue in email per week
Week One Performance Results.
Coles targetable email audience expanding to 5.3M customers in week
3.3M customers received a personalised specials grid (46% less than the average sent from the Flybuys domain.My Weekly Specials uplift was measured at +$1.9M, 33% higher than the expected weekly average post-migration)
Personalised subject lines like ‘Jane, save up to $43.35 with your personalised weekly specials! ✨' revealed how much customers could save with My Weekly Specials. This drove 59% more recipients to open the email versus a non-personalised Subject Line. Lifting the open rate 23% above our benchmark (13.69% vs 11.09% 13-week average).
The personalised specials grid in the email engaged 101% more Coles subscribers to click-through, lifting this metric 51% above our benchmark (3.4% vs 2.2% 13-week average).