Alpha Industries increase Orders by 10%

About Alpha Industries

The US cult brand Alpha Industries was founded in 1959 in Tennessee, initially to produce clothing for the US military. The MA-1 bomber jacket, which is still popular today, originated from this early period of the company. Today, the company also produces T-shirts, jumpers and trousers in addition to the popular jackets. Alpha Industries is one of the top brands in the fashion industry and is celebrated for its unique design.

Challenge

As a global company with a long tradition, Alpha Industries practices professional branding. The brand and its corporate identity (CI) are firmly in the minds of its target group. Accordingly, Alpha Industries’ colours, font and aesthetics are an integral and recognisable part of the brand.

The goal is to increase sales in the company’s own online shop and to bind the target group to the shop so that the online shop continues to establish itself within the target group. In addition to the already firmly anchored brand loyalty, suitable technical possibilities are sought for this. Possible solutions to increase performance must fit perfectly into the corporate identity and match the professionalism of the company.

Since Alpha Industries is active in many european countries, the performance solutions must also be multilingual and adapt to the respective versions of the online shop.

• Increasing sales in the company’s own online shop
• Establishing the company’s own online shop as a sales channel
• Fixed corporate identity as an uniquely distinctive brand component
• Condition: multilingualism & adaptability

Approach

In order to increase sales and to establish its own online shop more firmly within the target group, Alpha Industries uses all of uptains products at once: Exit-Intent Popups, Abandoned Cart Emails and Newsletter Popups. Since all three solutions reach different touchpoints in the customer journey, Alpha Industries addresses the shop visitors in a controlled and targeted way.

1. Increase in sales through customer recovery

With the use of Exit-Intent Popups and Abandoned Cart Emails, Alpha Industries increases sales in its own online shop by directly addressing and winning back shopping cart abandoners. While Exit-Intent Popups are displayed in the online shop at the moment of cart abandonment, the Abandoned Cart Emails give visitors the opportunity to return to the shopping process at a later point in time after a cart abandonment.

Alpha Industries decides to use both the service variant for cart abandoners in need of service and the voucher variant for price-sensitive cart abandoners. In this way, the company can be sure that the individual problems and preferences of each visitor are taken into account, so that the probability of a recovery and thus an increase in sales increases significantly.

2. Increase the willingness to buy by winning newsletter subscribers

But not every visitor is ready to buy. Sometimes it takes a little longer for interested visitors to become ready-to-buy customers. To catch this segment of interested but not ready-to-buy visitors, Alpha Industries uses Newsletter Popups. Since the company already has a convincing newsletter marketing, the Newsletter Popups are quickly put to use. With the internal newsletter, Alpha Industries then binds its newsletter subscribers step by step to the online shop. This increases the willingness to buy of those visitors who were not ready to buy before.

Whether FOMO, vouchers or free shipping: incentives specifically tailored to the interested visitor motivate them to register their email address for the newsletter. This is made possible by an algorithm that calculates the preferences of potential newsletter subscribers in the background.

3. Smooth integration into the corporate identity

A consistent image is essential for the long-term success of any company. Large and established companies in particular put a lot of focus on their own corporate identity, because it is an integral part of their own brand. Logo, colours, fonts and the general aesthetics have to be considered.

The solutions from uptain can be adapted to the own corporate identity with just a few clicks, so that the Exit-Intent Popups, Abandoned Cart Emails and Newsletter Popups create a consistent overall picture with the online shop. In accordance with the corporate identity, Alpha Industries decides on a bright orange, for which the company is known. In contrast to the Exit-Intent Popups and Newsletter Popups, however, the Abandoned Cart Emails are kept more discreet, as they should not give the impression of advertising emails.

4. Taking international sales into account

Alpha Industries is active in several European countries and hence offers its customers several online presences in different languages.

In order to push sales and the establishment of the online shop internationally, uptain adapts to the different versions of the online shop. Thus, in Germany, Denmark, Sweden, France and the Netherlands, the popups and emails appear in the respective national languages.

Results

Because Alpha Industries uses uptain to its full potential, visitors are picked up at every touchpoint in the customer journey: Exit-Intent Popups prevent abandoned carts, Abandoned Cart Emails bring customers back after they have already abandoned their purchase, and Newsletter Popups convince not yet ready-to-buy visitors from subscribing to the newsletter. The All-In-One Conversion Optimisation is bearing fruit: