Known globally for their innovative non-stick cookware and wide range of quality kitchen appliances, Tefal pride themselves on creating products with user-friendly designs and high energy efficiency.
Tefal and Awin have worked together since 2022 and are constantly looking for fresh ideas and new ways to boost performance. When considering plans for Black Friday, a period where customers will routinely hop from retailer to retailer looking for the best deal, the pair explored the idea of using a tech partner to reduce cases of site abandonment.
The secret ingredient turned out to be RECOVA, whose AI-powered product recommendations had Tefal not only converting potential abandoners but making them more valuable.
The challenge
Tefal anticipated increased levels of traffic during their week-long Black Friday campaign. The challenge was to maximize the number of these visitors that turned into customers, therefore making the most of their busiest time of the year.
The Black Friday event was only a few days away. However, thanks to Awin’s one-click activation, Tefal still had time to integrate a tech partner for a finishing touch to their peak season plan.
The pair found a great fit in RECOVA, which gives brands a second chance to convert potential abandoners by reacting to their exit signals and recommending suitable products, occasionally at a discount.
Their technology is available on the Awin Master Tag, meaning it could go live before Black Friday and answer challenges around driving conversions and revenue. Tefal also wanted to see whether RECOVA could go one step further by serving recommendations that increased the visitor’s basket value.
The goals for the partnership were:
- Increase the conversion rate (CVR)
- Drive a higher average order value (AOV)
- Make a significant revenue contribution
The solution
After a seamless integration with RECOVA through the Awin MasterTag and its one-click activation method, Tefal and Awin got to work on creating their conversion-driving solution.
RECOVA’s unique approach circumvented the need for common abandonment tactics like pop-ups and retargeting. Instead, visitors were directed to a fully branded landing page, packed with personalized recommendations, after attempting to continue their search.
The user journey went as follows:
- Site visitor heads onto Tefal’s website after finding one of their products on Google Shopping.
- After clicking through to their product and reviewing the details, the visitor clicks the ‘back’ button to resume their Google search, potentially to compare prices.
- The visitor is directed to a “Recovery Page”: A purpose-built landing page linking out to a selection of product recommendations from Tefal, encouraging them to stay on the site, convert, and potentially spend more.
Ultimately, Tefal’s landing page would only drive a positive outcome if the recommendations were useful. RECOVA’s algorithm uses AI to highlight products that would usually be considered within the same session. Customers are presented with options based on lookalike journeys, which increases the rate of redemption.
The page also had a few clever features to appeal to the segment of abandoners. For instance, by showing the recommended retail price alongside the lower price at Tefal, the page gave the impression of providing value for money without necessarily issuing a discount and eroding the margin. This touch was especially useful during Black Friday given the number of customers looking for deals.
As Black Friday progressed, Tefal’s AI gained a deeper understanding of the brand’s visitors and their behavior. These insights were automatically factored into what the page displayed for certain audiences to provide the best possible recommendation.
The results
During the campaign, Tefal generated six figures in additional revenue from RECOVA after managing an impressive CVR of 6.1% from their landing page.
The results throughout the entire event were phenomenal:
- CVR increased by 23.42% against on-site benchmarks - a huge feat given the targeting of customers who would have left the site without intervention from RECOVA.
- The landing page also drove a 14.27% higher AOV by putting emphasis on premium products.
- Revenue forecasts had the partnership generating a six-figure contribution for the year.
After being so impressed with the performance, Tefal decided to keep RECOVA on their site beyond the Black Friday campaign to maintain the impact on conversions and order values.
"With RECOVA, we are achieving an average order value that is 14.47% higher than other channels. This has positively impacted our sales and overall profitability. Additionally, RECOVA has a conversion rate that is 23.42% higher compared to other channels. This proves that AI is able to provide relevant and tailored product recommendations to our customers and create a relevant shopping experience. The integration of RECOVA was smooth and straightforward. The RECOVA team provides great service, is helpful, and knowledgeable. The significant increases in average order value and conversion rate have had a positive impact on our bottom line. Therefore, I can really highly recommend RECOVA to any company." - Lena Steiert, Head of Online-Shops, Groupe SEB WMF Consumer GmbH
