Petals paused
Harkness Roses, a prestigious rose grower with over 140 years of heritage, identified an opportunity to recover lost sales through strategic abandoned basket recovery campaigns. As a seasonal business with passionate gardening customers, they needed a targeted approach to re-engage potential buyers who had shown clear purchase intent but hadn’t completed their transactions.
Premium pruning
We implemented a focused abandoned basket recovery strategy, targeting existing customers within 24 hours of cart abandonment. The campaign was designed to reflect Harkness Roses’ premium heritage and expertise, using carefully crafted messaging that reminded customers of their selected roses whilst creating gentle urgency around seasonal planting considerations. Each communication maintained the brand’s authoritative yet approachable tone, positioning Harkness as the trusted expert in rose cultivation.
Blossoming breakthrough
The campaign demonstrated measurable improvements in both conversion rates and customer value. Mailed customers showed a 1.49% higher conversion rate compared to non-mailed cohorts, reaching an impressive 13.6% conversion rate overall. Additionally, those who received direct mail communications had 2.31% higher average basket values, indicating that the targeted approach not only recovered more sales but also encouraged customers to purchase additional items. These results prove the effectiveness of timely, expert-led communications in the specialised gardening sector.
