CUSTOMER STORY

Adopting a full-funnel approach, Ve implemented its onsite engagement solution together with email remarketing and programmatic advertising tools to boost online merchandise sales.

Liverpool FC.

About Liverpool FCLiverpool FC is one of the most celebrated football teams in the

world, with more European trophies won than any other English

team. Despite its strong base in the UK, its brand is known and

loved across the globe, with supporters ranging from Asia to

America. Merchandise sales are a highly important contribution to

any professional football team. In light of this, Liverpool FC Retail

was looking to boost its online merchandise sales.

We continue to be very happy with the work from the attentive

account management team at Ve...

With an industry abandonment rate of 81%, Liverpool FC Retail’s

main aims were to encourage users to stay onsite, increase their

online merchandise sales and re-engage users post abandonment.

Ve tackled these challenges by implementing and continually

optimising a zero-risk CPA strategy at every major stage of the

buyer journey. This incorporated onsite engagement, email

remarketing and display retargeting.

Engaging on site with data-led messagingBeginning with Ve’s onsite engagement solution, Liverpool FC Retail tackled

their high abandonment levels by engaging visitors with customised, dynamic

messaging when they showed intent to leave. By applying Ve’s vast pools of

user data, the tool was highly personalised, enabling Ve to engage the user

and drive conversions.

Driving abandoned customers backTo complement Ve’s onsite strategy, its offsite email remarketing solution

was implemented, encouraging abandoned customers to revisit the site

and complete their purchase. Through personalisation and optimised email

scheduling, Ve achieved an email click-to-conversion rate of 55.8%.

Ve’s programmatic advertising solution was also deployed to serve

retargeting ads based on a range of individual user data points. This,

combined with on-brand design and continual optimisation, protected brand

image and drove visitors back to Liverpool FC Retail’s online store to complete

their purchase. Overall, Ve’s campaign drove 27+% of Liverpool FC Retail’s

online merchandise sales.

HARRIET JOHNSTONE – DIGITAL MARKETING EXECUTIVE, LIVERPOOL FC RETAIL

Increase in online merchandise sales

27%

Email click-through rate

Email click to conversion rate

49.6%

55.8%

...This has seen our revenue grow year on year, with every aspect of our site – from promoting sales during key kit launches, to helping boost sales through the rest of our trading year.

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