Introduction/overview 

Plotter Paper Guys is a top supplier of premium plotter paper and printing essentials for architects, engineers, and designers. Offering a wide selection of CAD paper, inkjet media, and specialized printing materials, they deliver exceptional products and service tailored to unique industry requirements.

The challenges/problems they were facing

To boost their cart recovery rate beyond the industry average, Plotter Paper Guys and Unific analyzed abandoned cart data to devise a more personalized approach. Recognizing the limitations of a uniform discount strategy, they diversified their recovery tactics to better match the varied reasons behind cart abandonment, avoiding reliance on a one-size-fits-all solution.

In the next phase, the retailer refined their strategy by analyzing abandoned carts for factors like cart value, customer history, and item types, enabling personalized recovery efforts. 

Moving forward, Plotter Paper guys remains dedicated to agility, continuously refining strategies to meet the dynamic demands of the e-commerce industry. Their progress from tackling abandoned carts to fostering growth highlights their commitment to innovation and improving customer engagement and sales through personalization implemented in segments strategies.

Why did they select Unific?

Plotter Paper Guys partnered with Unific due to their stellar reputation in e-commerce data analysis and automation. Having already experienced Unific's expertise as a Diamond Agency partner of HubSpot, Plotter Paper Guys recognized them as a valuable ally in achieving their objectives. What truly impressed Plotter Paper Guys was Unific's deep understanding of the e-commerce landscape and their hands-on approach to assisting merchants in testing, analyzing, and optimizing strategies.

One aspect that particularly caught Plotter Paper Guys' attention was Unific's ecommerce data sync product and onboarding process, which they had undergone approximately a year prior to the case study. This prior positive experience, combined with seamless integration, had already proven immensely beneficial in their unique environment, saving them significant time and resources while boosting their customer retention strategy. When the opportunity for a case study arose, Plotter Paper Guys saw it as a win-win scenario where they could trial new products, optimize processes, and further strengthen their excellent relationship with Unific—a perfect match.

How has Unific helped?

Unific developed a segmented workflow approach, fine-tuned to the intricate details of consumer behavior analysis. Diving deep into the extensive data on buyer habits, we pinpointed two key segments: New Customers, those making less than three purchases, and Returning Customers, those with a history of more than three purchases. Leveraging RFM (Recency, Frequency, Monetary) insights, we crafted content for each group, enhancing these communications with thoughtfully timed discount offers.

For New Customers, we implemented an immediate discount, recognizing the imperative for brand experience. Aware that Plotter Paper Guys might not yet occupy a prominent position in their mind, we supplemented this discount with a time-sensitive offer, capitalizing on the urgency to foster brand engagement. In contrast, for Returning Customers, discounts were withheld until a few days had elapsed, deliberately not including them in the initial email. This decision stemmed from a detailed analysis indicating that returning customers responded more favourably to brand narratives and product reminders, as they already had an affinity for the brand.

Our approach yielded amazing results: despite the provision of discount codes, all conversions happened organically, highlighting the allure of the brand beyond monetary incentives. Through astute email marketing, Plotter Papers Guys's brand value shone through, allowing customers to discern its worth beyond financial motivators, solidifying brand loyalty and enhancing long-term customer relationships.

Analyze, Take Action, Study Results, Repeat

Unific ran a Customer Segmentation Report to analyze their customer’s purchase behaviors and found opportunities for growth.

Analysts put Plotter Paper Guys's data through a series of tests of the top 1%, 5%, 10% and 20% total customer base across the following criteria:

  • Total Number of Orders
  • Average Number of Orders
  • Repeat Buyers
  • Revenue from Repeat Buyers
  • Total Customers
  • Total Value of Orders
  • Average Order Value 
  • Average Customer Lifetime Value 

Unific team created

  • Comprehensive report with the results of the analysis
  • Strategic data-driven recommendations

Key opportunities uncovered:

Win-back campaign

  • Typical customer buys within 6 months to a year due to the unique nature of the products
  • Recency analysis uncovered 19% of customers were drifting and hadn't purchased in at least 1 year
  • Segmented win-back will have a probability of generating additional revenue for Plotter Paper Guys, although it must be segmented and applied to specific products due to their unique industry