Success Story
How Marks & Spencer achieved a 15.1% cart recovery rate with Insider’s Web Push notifications
Web Push
Cart Recovery
Personalization
15.1%
cart recovery rate
via Web Push
20%
increase in Web Push subscribers
via Opt-In Overlay
Industry
Retail
Category
Cart Recovery
Personalization
Product Discovery
Channels
Web Push
Web Suite
Tools
Overlays
Working with Insider has been great. The account management team is really proactive and Insider’s Web Push channel complements our existing tech stack, providing a new and effective way for us to communicate with our customers. Implementation is a simple tag that you put on your site in order to go live.
Senior CRM, Loyalty and Channel Innovation Manager
Executive summary
M&S partnered with Insider to find innovative solutions to increase customer reach and engagement outside traditional channels like email and direct mail. Insider’s Web Suite and Web Push capabilities allowed M&S to grow their marketable audience and ensure they could send the right message, to the right customer, at the right time.
About Marks & Spencer
Founded in 1884, Marks & Spencer (also known simply as “M&S”) is a British retail brand best-known for its high-quality products and excellent customer service. M&S sells clothing, home products, and food. It operates over 950 stores in 62 countries and employs approximately 70,000 people worldwide.
USE CASE #1
Achieving a 15.1% cart recovery rate with targeted Web Push notifications
The challenge
The average eCommerce cart abandonment rate is between 57% and 76%, meaning there’s huge potential for brands to reclaim lost revenue through cart retrieval campaigns. M&S was searching for a platform that could help them drive cart abandoners back to the website to complete their purchase.
The solution
Insider’s growth experts helped M&S launch their first cart abandonment campaigns to remind visitors about the items left in their cart and encourage them to return to complete their purchase.
These cart abandonment Web Push notifications complemented M&S’s email strategy, providing a faster and more direct communication channel for first line response. Cart abandonment notifications have been one of M&S’s most successful strategies so far for driving revenue.
The results
15.1%
cart recovery
rate
353X
higher cart recovery rate than industry average
USECASE #2
Boosting revenue by combining AI-powered segmentation with relevant and timely promotions
The challenge
M&S was looking for ways to increase conversion rates and revenue by building relevant, individualized, and timely online experiences for each customer.
The solution
Using Insider’s Customer Data Platform (CDP), M&S was able to track the categories and collections that a visitor most recently browsed but did not convert — and then entice them back with timely and relevant promotions.
M&S combined Insider’s Web Push messaging channel with powerful AI-led segmentation to promote personalized “always on” campaigns to each customer, such as 3-for-2 offers on women’s underwear. These targeted campaigns re-engaged non-convertors with timely and relevant promotions to encourage them to make a purchase.
The results
Higher conversion rate
Increase in revenue
USE CASE #3
The challenge
The team at M&S was looking for new ways to encourage customers to opt-in to receive notifications about relevant offers. Following the success of their cart abandonment Web Push campaign, M&S decided to use the tool again to tackle this challenge.
The solution
Using Insider, they built a native opt-in for Web Push, allowing customers to subscribe to notifications in one simple step. This removed friction from the customer journey and helped ensure more users were opted in to receive timely, relevant, and personalized recommendations and reminders.
The results
20%
increase in Web Push subscribers
via Opt-In Overlay
Summary
“Working with Insider has been a great process. The account management team is always really proactive and Insider web push channel complements our existing tech stack, providing a new and effective way for us to communicate with our customers. Implementation is a simple tag that you put on your site in order to go live.”
Senior CRM, Loyalty and Channel Innovation Manager
Looking ahead
M&S plans to use Architect, Insider’s customer journey builder powered by AI, to create personalized buying journeys at scale. Based on onsite behavior or predictive segments like “discount affinity” or “likelihood to purchase/churn”, Architect triggers personalized, cross-channel journeys aimed at increasing traffic, conversions, and revenue.
Favorite feature
Web Push Notifications
M&S found Insider's Web Push Notifications highly effective in reducing lost revenue and achieving a higher conversion rate compared to email abandonment campaigns. They see it as a valuable addition to their existing email strategy, providing a more direct and immediate communication channel for better response.
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