Setting the Scene
Get Laid Beds, a premium furniture retailer specialising in high-quality beds and bedroom furniture, recognised the challenge of converting high-intent customers who had shown purchase behaviour but hadn’t completed their transactions. With significant basket values and a considered purchase journey, they needed a strategic approach to recover abandoned sales and encourage repeat purchases from their existing customer base.
The Sleep Solution
We developed a dual-campaign strategy targeting customers at two critical touchpoints in their purchase journey. Our abandoned basket recovery campaign reached customers within 24 hours of cart abandonment, whilst our next best purchase programme engaged previous customers 90 days after their initial purchase. Each communication was carefully crafted to reflect Get Laid Beds’ premium positioning and quality focus, using personalised messaging to drive customers back to complete their purchase or explore additional products.
A Good Night's Rest
The campaign delivered measurable improvements across key performance indicators. Mailed customers showed 2.16% higher conversion rates and demonstrated 10.8% higher average basket values compared to non-mailed customers. The impact extended beyond immediate sales, with 34.5% of converted customers making repeat purchases. The abandoned basket campaign proved particularly effective, generating 6.3% higher basket values and increased website engagement. These results demonstrate the effectiveness of strategic direct mail in driving conversions and customer lifetime value in the premium furniture sector
