The growth opportunity
Gardening Direct is a popular online retailer specialising in high-quality plants, seeds, and gardening essentials. Catering to both novice and experienced gardeners, they help customers create and maintain beautiful outdoor spaces. Seeking to enhance their customer engagement and capitalise on sales opportunities, Gardening Direct partnered with Paperplanes to deliver targeted campaigns, focusing on abandoned basket recovery and customers who browsed but did not buy.
Strategic seeding
Paperplanes collaborated closely with Gardening Direct to develop and execute two bespoke campaigns. The abandoned basket campaign was designed to re-engage customers who had not completed their purchases, using tailored messaging to encourage them to return and convert. Simultaneously, the browse-but-not-bought campaign targeted customers who had shown interest in products but had not yet made a purchase.
Harvest of success
The abandoned basket campaign achieved an impressive conversion rate of 14.89% and a return on ad spend of £9.88. The browse-but-not-bought campaign also delivered strong results, with a 9.48% conversion rate and a return on ad spend of £7.58. These successes demonstrate the power of strategic and personalised approaches in driving incremental revenue growth for Gardening Direct with Paperplanees
