291 — eBags Turns 60 Percent More Visitors Into Buyers Using KANA

Jul 9, 2002 | Conteúdos Em Ingles

Leading Online Retailer of Bags and Accessories Experiences Dramatic ROI and Reaches Profitability While Driving Down Marketing Costs.logokana

KANA (NASDAQ: KANA), the leading provider of external-facing eCRM solutions, announced in May 14 that eBags, the world’s leading retailer of bags and accessories, has seen a significant rise in profitability and enhanced customer service through the deployment of KANA’s Web-architected eCRM solutions. eBags selected KANA Marketing(tm) software to enable the company to understand its customers’ buying behaviour and to act on the results through automated, personalised campaigns. As a result, the company increased browse-to-buy conversion rates by 60 percent.

In the highly competitive online retailing industry, the key to success is converting site traffic into revenue. Since the deployment of KANA’s Web-architected solutions, eBags increased its ability to make fast and accurate marketing decisions five-fold, resulting in 20-30 percent more revenue from the same amount of customer traffic. Simultaneously, the automation acquisition costs, assisting eBags in reaching its goal of sustained profitability.

“KANA has given us the ability to increase revenue while lowering costs, enabling eBags to have the distinction of being one of the first online retailers to reach profitability in December 2001,” said Mike Frazzini, vice president of technology for eBags. “KANA’s solutions enable us to interpret e-mail and sales data, clearly allowing us to offer our customers the items they are most interested in, leading to happier customers and more profitable relationships.”

An integral component of the KANA iCARETM suite, KANA Marketing is an enterprise-grade, ultra-scalable, multi-channel marketing automation solution that provides tools to build lasting customer relationships, including rapid segmentation and recurring campaign functionality. With proven analytics and campaign management, this marketing solution simplifies the identification of targeted offers and then automates the delivery of customised communications and marketing programmes. It also automates other direct marketing functions such as lead management and qualification, event registration and follow-up, collateral fulfillment and management. This enables marketing departments to increase response rates and grow the number of campaigns by automating the process of running continuous, recurring and ultra-personalised campaigns.

“eBags needed a highly-scalable solution for managing marketing campaigns that would significantly improve customer experiences while driving down customer acquisition costs,” said Alf Saggese, MD, EMEA for KANA. “KANA has enabled eBags to learn more about its customers and put that knowledge to use through successful customer interactions that lead to profitable relationships.”


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