Donald Russell sees 10% sales attribution to Nosto

About Donald Russell

Donald Russell, a renowned Scottish fine foods brand who holds a Royal Warrant due to the quality of their produce, has been a client of Nosto since 2016. It comes as no surprise that a business that supplies Michelin star restaurants takes pride in the quality of their product – and as their Commerce Experience Platform of choice, we empower their business to provide online shopping journeys that match that quality.

The Challenge

Due to rapid online growth, Donald Russell has had to work in an agile manner to continue to deliver an exceptional digital experience that complements the brand’s high standards in fine foods. This growth has presented time-constraint challenges for the small but efficient digital team, who are all committed to delivering the best possible online shopping experience that their customers deserve.

The brand leaned on the expertise of a dedicated Nosto Customer Success Manager (CSM). For fast-growing merchants like Donald Russell, investing in technology like Nosto is critical to improving KPIs without sacrificing valuable time and resources. To guarantee that the brand is taking full advantage of the Nosto platform, their dedicated CSM guides them toward the most effective ways to leverage the products they’ve implemented, provides innovative campaign ideas, and helps execute them.

The Solution

Donald Russel collaborated with their CSM to implement a Pop-up strategy. To manage high expectations about delivery times they set up a homepage pop-up for customers browsing the site before making a purchase– recognizing that announcing this information post-purchase would not provide adequate customer service.

The CSM also helped to create personalized seasonal Pop-ups. They identified three main buyer types and targeted them in different ways:

Customers with an affinity for ‘Convenience’ products, were shown a Pop-up that took them to a landing page around ‘Christmas made easy’ that focused on products that could be cooked in the oven, all on the same heat.
Customers in the ‘high AOV’ segment, were shown a Pop-up directing them to a landing page showing luxury products and treats.
Customers who didn’t fall into either of these segments were shown the brand’s default Christmas pop-up and landing page.

To drive KPIs like conversion and Average Order Value (AOV), it’s critical to make it easy for customers to find the products they like and are more likely to buy. Like many other high-quality companies have experienced, Donald Russell has faced challenges with combating decision fatigue and helping customers find the right products.

To solve this challenge, their dedicated CSM helped implement dynamic bundles that showcase auto-generated, visually appealing product recommendations that shift overstocked items in a streamlined and relevant manner. This way, Donald Russell succeeds in delivering high-quality products and shopping experiences without sacrificing their business agenda.

Not only does the Donald Russell website need to deliver a consistently high level of service, but their email communications should also meet the same personalization standards. To achieve this, Donald Russell leverages Nosto’s dotdigital integration to send over 32 million Personalized Emails annually. Nosto’s Product Recommendations are inserted into the emails’ additional ‘window space’ – displaying items that customers may have a high interest in or one related to items they have previously bought – to encourage another purchase.

Our website and email communications use Nosto to provide a dynamic and personalized user experience to our customers, and this not only ensures we uphold our high standards for customer experience but also delivers excellent results on the bottom line as we continue on our digital growth strategy.

Jason Stewart, Ecommerce and Digital Manager

The Results

The key takeaway from the relationship between Donald Russell and Nosto is that providing a high level of service – in combination with a great product – yields positive business results. In a fast-growing company like Donald Russell, it’s important to have the right resources to continue growing while remaining consistent and maximizing time. Together, we’re able to address some of the growth challenges and strategies that many companies often don’t have time for, while doing so in a way that is easy and cost-effective for the merchant.

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