Hoover UK is a trusted name in home appliances. However, most of their sales came through third-party retailers. As a result, they struggled to connect directly with customers, limiting their ability to build lasting relationships.
To address this, Hoover UK decided to introduce a checkout incentive strategy, partnering with Tyviso to implement their Gift With Purchase solution. The goal was simple: give customers a compelling reason to buy directly from Hoover's own site, while adding genuine value to the Commerce Journey.
Objectives
The campaign focused on three clear objectives:
- Improve basket completion rates on their own channels.
- Increase direct online sales through a strategic Gift With Purchase incentive.
- Select partner brands that resonated with Hoover’s home-oriented audience.
Approach
Hoover UK added Tyviso’s Gift With Purchase (GWP) solution onto their checkout page. Integration was an easy process, requiring only one line of code to be added to their website.
Tyviso analysed customer data to help Hoover select partner brands and offers that aligned with their products. SimplyCook was chosen for its easy-to-use recipe kits, appealing to busy households and enhancing the overall value of the purchase. Wine52’ offer of a free case of wine provided a universally attractive reward, encouraging customers to complete their transaction.
Results
After one month:
- Customers who selected a gift had a 4.3x higher basket conversion rate than those who didn’t select a gift.
- The increased basket completion resulted in a revenue increase of over £131,000 (in 1 month).
- SimplyCook achieved an impressive conversion rate of 14.53%, while Wine52 saw an even higher CVR of 21.19%.
After a successful first month, Hoover UK is excited to continue working with Tyviso.
Using Tyviso’s Gift With Purchase solution, Hoover saw a clear boost in direct-to-consumer sales and more engagement on their website. The initial results exceeded expectations and both teams are now focused on building on this success to achieve even better outcomes in the months to come.
“Based on the first month’s data, Hoover is on track to generate over £1m in additional revenue over the next 12 months. Brands should seriously rethink investing millions in paid ads with little return when a gift-with-purchase strategy can deliver outstanding results.”
