Abra, the London based wholesaler is celebrating the success of its 15-year anniversary promotion with a double digit increase in like-for-like sales thanks to an app-biased trade promotion.
As part of a 15-week multi-channel campaign to celebrate the wholesaler’s 15 years of trading, the company has seen some dramatic increases across a number of metrics. In particular, the value of total app transactions rose by 123% and the number of orders rose by 104% compared to previous 15-week period.
The top key performance indicator (KPI) of the campaignwas the increase in average basket value which went up by 993% compared to previous 15-week period and during the promotion smashed through the £2,000 barrier putting it way ahead of an industry average of just over £1,200.
The number of monthly active app purchasers has also increased by 28% compared to the 15 weeks before the campaign started.
RNF’s mobile customer engagement platform BEAM was a key channel for the campaign. Suppliers each took over the app for one week using a mix of in-app advertising and rich push notifications to publicise deals and increase engagement.
Rob Mannion, managing director of RNF, said: “The campaign has been a resounding success for Abra and has demonstrated the power of engaging with retailers via their mobile devices. Our mobile customer engagement platform BEAM has driven this success and proves that retailers have an appetite for this type of marketing. It is great to see that this engagement can be sustained week after week and can have such an impact on the bottom line.”
Craig O’Connor, Abra’s managing director, said: “This campaign has been one of the most successful we have ever run, and we believe that the app has been a fundamental part of that success. We find BEAM an invaluable marketing tool and it has driven our average basket spend to the highest in the industry, something we are really proud of. Any wholesaler who is not yet considering an app needs to rethink their approach or they risk getting left behind.”
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