Cooking.com Discovers Secret Ingredient to Increase Sales by Nearly 500%, Using SteelHouse's Behavioral Commerce
Two Key Innovations - New Online Analytics and Immediate Ad Deployment, Driven Off Those Analytics - Helped Cooking.com Find New Customers and Increase Conversions.
- (1888PressRelease) August 10, 2011 - LOS ANGELES - Business is heating up, as Cooking.com (www.Cooking.com) discovers the power of SteelHouse's Behavioral Commerce technology (www.SteelHouse.com) to increase sales for its online eCommerce site - with campaigns that increase incremental lift by up to 500 percent.
Cooking.com is one of the largest culinary retailers in the world, running online stores for Starbucks, Pillsbury and The Food Network, in addition to its own site. The company sought a new way to increase conversion rates beyond what was possible with retargeting solutions. The company had tried standard demographic targeting, product targeting and the usual offer testing, but never saw the results it wanted.
Cooking.com turned to SteelHouse and its award-winning Behavioral Commerce platform because SteelHouse offered two key innovations - completely new online analytics, and immediate ad deployment driven off those analytics.
SteelHouse's behavioral-based platform enabled Cooking.com to learn what types of shopping personalities and buying behaviors existed on its sites, and what types of offers would motivate each shopping personality to convert.
"We never knew how many different types of shoppers our site attracted," said Jason Williams, Director of Account Management, Cooking.com. "With the SteelHouse platform we can target different offers to different types of shoppers based on what we now know will motivate them to purchase. We get higher conversion and preserve our margin for certain types of shoppers."
SteelHouse helped Cooking.com pinpoint three distinct shopping personalities that could benefit from offers fine-tuned to their personalities. The results significantly exceeded Cooking.com's expectations.
•Coupon Code Shoppers are motivated to purchase only when presented with special limited-time coupon offers. To motivate these shoppers, SteelHouse offered a personalized free shipping coupon code.
Incremental lift: 498% (SteelHouse proves lift measured against a control group.)
•Distracted Shoppers frequently add items to their shopping carts but often leave the site prior to completing the purchase. To motivate these shoppers, SteelHouse used a stacked offer that kicked in if the shopper finished the purchase process and spent a certain amount.
Incremental lift: 382%
•Premium Shoppers pay top dollar for premium kitchen products to display for the benefit of their friends and family. To motivate these shoppers, SteelHouse featured high-end products in the ad, along with high-ceiling offers that only kick in for purchases over $300.
Incremental lift: 163%
Real-Time Business Intelligence + Real-Time Ad Deployment = Real Gains
Cooking.com's experience with SteelHouse marked the first time they were able to use real-time shopping behavior to drive offers and messaging, and the results both surprised and encouraged them to create dozens of campaigns targeted to different shopping personalities to drive significant sale increases across all sites.
"Cooking.com was able to realize these conversion gains because the SteelHouse platform analyzes shopping personalities and buying behaviors in real-time and can then immediately deploy different offers to those different shoppers," said Mark Douglas, SteelHouse CEO. "It's a win-win - Cooking.com increases its sales, and consumers get the offers that most appeal to their shopping personalities."
About SteelHouse
SteelHouse™ (www.SteelHouse.com) is pioneering the emerging field of Behavioral Commerce, enabling online retailers to deliver offers to their shoppers based on their distinct shopping personalities and buying behaviors, in real-time anywhere on the web (social, community, online) and through any device (tablet, mobile, computer). SteelHouse's patent-pending technology is called The Opportunity Machine™, and it's the world's first personality-driven offer platform. For the first time, marketers can truly understand who their shoppers are by their shopping personalities and buying behaviors and - just as important - they can act on that intelligence with real-time offers that will increase their conversions, sales and revenue. SteelHouse was selected by TiE Silicon Valley as one of the Top 10 Emerging Internet Technologies in the world, and won the top award at the prestigious Launch: Silicon Valley 2011 showcase event in the Next-Generation Internet category. Investors include Silicon Valley legend Ron Conway and venture capital firm Baroda Ventures. The SteelHouse team includes veteran direct marketers and engineers from eHarmony, E*TRADE, Oracle and the Rubicon Project. SteelHouse is based in Los Angeles, Calif.
Media Contact:
Ken Greenberg
Edge Communications, Inc.
818/990-5001
ken ( @ ) edgecommunicationsinc dot com
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