One Kings Lane, the online fine home goods store, decided to thank their customers by sending them a set of eight engraved notes and envelopes after they placed their first order. According to Elizabeth Dobbin, OKL purchasing manager, the primary objective of this campaign was to increase the customer’s rate of placing their 2nd purchase. Their secondary objective was to reinforce the One Kings Lane brand as a high-end online retailer. This campaign successfully met both their goals.
One Kings Lane sent the gift cards to a random sample of first time buyers and held back the gift from another sample set of the same size. They found that there was a 25% increase in 2nd orders placed from the group that received the free gift, thus generating significant revenue beyond the cost of the program. The ROI was enough to increase the number of gift sets OKL ordered from BurdgeCooper the next year by 15%.
Success was measured for the second objective, to reinforce their brand as a high-end online retailer, by the over 150 positive comments One Kings Lane received through their social media channels. Comments like these on Twitter: “It’s the little things…thanks @onekingslane for my gift of adorable stationery to celebrate my first purchase!” and “@onekingslane Thank you for the notecards. What a thoughtful and unexpected gift to say thanks to a new customer!” Others comments on Twitter were “love @onekingslane the thank you note and cards following first purchase is a classic, personal touch #thelittlethings” and “@onekingslane opened my mailbox today to find the sweetest and most thoughtful “thank you” I’ve ever received from a company!! #amazing”.
Included in the gift box of engraved note cards and envelopes was a message from Susan Feldman and Alison Pincus, co-founders of One Kings Lane. The message read “In this digital age, a note in the mail feels more personal and special than ever. In that spirit, please accept these note cards with our compliments. Thank you for your very first purchase at One Kings Lane. We’re so thrilled to have you as a member.”
One Kings Lane was started in 2009 by Susan Feldman and Alison Pincus creating the leading home and lifestyle shopping destination offering the best of top-brand, vintage and designer items at exceptional values. In only three years, the company has grown to 3 million registered users, with a staff of almost 300 employees. Go to www.onekingslane.com for more information and to order beautiful products.