MyProtein: Example of Digital Marketing Strategy
They not only show products from the same line but complementary products that you might want with those. The best example? MyProtein would suggest a protein shaker in case you have added a bag of Whey Protein to your cart because you know, you might have missed that while browsing their 2000+ products catalog.
This is a smart approach as it tries to increase substantially the average ticket value which is excellent, but it is necessary to be aware that this will reduce the purchase frequency. Neither is a better approach than the other, you will have to know what the company objectives are and how does it want to manage the exchange with customers.
I do not need to explain this tactic have proved right with me at least.
MyProtein has its way to try to help you with that. A reminder email that alerts you might be running out of a specific product you have purchased before.
It is not entirely clear to me how MyProtein’s algorithm is based; what variables take into account and how it uses them to decide to send a re-stock email.
Nevertheless, this is just another way this brand tries to show the customer an added value. Alright, it is its business, after all, selling sports supplements, but this kind of uncovered sell email goes beyond what other brands do to get your money.
Sales differ from time to time, sometimes are based on specific products or product line, on a minimum purchase or even on some variations/flavors of its products. This extensive repertoire of offers and promotions help to avoid the feeling of a cheap brand that has everything always on sale.
Let’s not forget the power of email marketing and how can be used cleverly to re-connect with existing customers.