922% ROI with an Omnichannel Strategy: Military Clothing and Footwear Store Case Study

How can customer communication become a powerful driver of business growth? A military clothing and footwear store discovered the solution through an omnichannel strategy and the use of Yespo CDP. This approach enhanced the effectiveness of trigger campaigns and significantly boosted the return on marketing investments.

Next, we’ll walk you through the strategies and tools that helped the company achieve remarkable results.

About the Project

The military clothing and footwear chain operates four offline stores in Kyiv, with additional locations in Kharkiv, Lviv, and Vinnytsia, alongside its own online store. 

The product range features top global brands in clothing and gear for tourists, hunters, and military personnel. The company also offers its own private label.

Task

The military clothing and footwear store started mailings via Yespo back in December 2013. And since 2022, the company has begun to attract other CDP opportunities. Now, the brand uses the following channels and tools:

• email;
• sms;
• Viber;
• web push;
• widgets;
• triggers available in the Professional plan;
• website recommendations.

In January 2024, the company turned to the Yespo Agency to improve the efficiency of its customer interactions.

Solution

After analyzing the current project situation and key metrics, we offered the client:

• update the email design;
• integrate Viber into omnichannel communication ;
• enhance personalization with website product recommendations;
• add informer widgets and subscription forms to the website.

Project Realization

Email Design Updating and Campaign Content Enhancement

Email Сampaign Оptimization

We started by updating the email master template. We added branded colors and styles and updated its overall look. The team also worked on adaptability so that several product cards could be placed in a row in the desktop version.

We added a block with popular items at the bottom of the email and structured the footer. We also decided to change the Tone of Voice, so we made it more friendly.

To attract the audience, various content was used, including product selections, best offers, and assortment updates. The Open Rate (OR) of these messages was 19-20%.

The most effective campaigns for the store were product selections and updates on the assortment of the most popular brands—the number of transactions from these mailings was three times higher than others.

Separately launched a campaign dedicated to the social initiative, which showed quite successful results:

• OR—22.2%;
• CTOR (Click to Open Rate)—4.4%.

Expanding Communication Through Viber

We added the Viber channel for trigger-based communications for the military clothing and footwear store. At the end of the month, we had around 2,000 unused messages, which we decided to send as mass mailings.

To effectively use this resource, we applied advanced segmentation, which allowed us to target the most interested users. For example, messages about transitional jackets were sent to those who had recently viewed them but had not yet made a purchase.

The profit from these mailings exceeded the costs by approximately 16,5 times.

Improving Triggered Campaigns

The company had already set up classic omnichannel triggered workflows, such as "Abandoned Cart" and "Abandoned View", in which messages were sent via email and web push. We proposed adding an additional channel—Viber—to these sequences. Let's look at the "Abandoned Cart" workflow setup.

Once the relevant event occurs, the workflow immediately sends a web push to the user, followed by an email 5 minutes later. A message is sent via Viber six hours after the email, but only during permitted hours (from 9 AM to 7 PM).

For users who haven't read the message in the messenger, an email with the list of products and information about ongoing promotions is sent.

Additionally, we wanted to test whether the time of sending an email affects the open rate (OR). To do this, we divided the recipients of the final email into two groups. The results showed that the sending time had no impact on the OR.

In the Viber messages, we set up the communication so that the user would first see the name of the most expensive item in their cart.

Adding the Viber channel to the trigger communication yielded significant results:  

• The ROI of the "Abandoned Cart" trigger chain increased by 105%;  
• The ROI of the "Abandoned View" trigger chain increased by 57%;  
• The ROAS (Return on Advertising Spend) of the Viber triggered messages reached 1318%.

During the collaboration, the business also decided to implement triggers from the professional plan for more precise and personalized offer creation. The team focused on the following workflows:

1. "New arrivals"—this trigger activates when a new item appears in a category the user has viewed.
    
2. "Abandoned browse"—the user receives an email with products they viewed over the past week but didn’t purchase.
    
3. "Abandoned category"—this trigger activates when a user has visited at least one category page in the past 7 days, didn’t click on any product pages, and didn’t make a purchase. They receive an email with popular items and new arrivals from the viewed categories.
    
4. "Abandoned search query"—this trigger activates 2 hours after the session ends if the user enters a search term but doesn’t view any product pages afterward.
    
5. "Next best offer"—this trigger activates a few days after an order is placed, sending a notification with items that are often bought together with previously purchased items.

In the first month after implementing the Professional plan triggers, email revenue increased by 39%.

Website Recommendations Implementation

To enhance the personalized approach, the company also used website product recommendations. The team selected the "Bestsellers" block for the homepage, "Viewed Products" for the category page, and "Related Products" and "Customers Also Bought" for the product page.

In the first month of launching product recommendations, their CTR reached 9.55%.

Using Widgets to Interact with Customers

Another functionality of the Yespo system that we offered to the military clothing and footwear store is widgets, such as subscription forms and informers.

Creating a Subscription Form

We designed and implemented a subscription form to increase the company's contact base. When creating it, we used the company's corporate colors and logo. The widget display is set up on all pages of the site, except for the shopping cart, so as not to distract users at the most important stage of the purchase.

For this widget, we also implemented Double Opt-In (DOI)—subscription confirmation via email. After filling out the form, the user receives an email with a link. Clicking the link confirms the subscription, adds the contact to the database, and triggers a welcome series.

The next step was setting up a welcome series of three emails. The first email containing interesting facts about the company is sent to all new subscribers.

After that, the audience was divided into two equal groups for testing. One group received an email highlighting the company’s benefits, while the other received a similar email, but with a "Bestsellers" section. The results showed that adding products to the welcome email did not impact sales.

Thanks to the subscription form, the contact database grew by 1148 contacts within six months.

Creating Informers

The informers were implemented as product recommendations for items most commonly bought and selected items. Based on their experience and understanding of customer purchasing behavior, the store team created a list of complementary products that best match popular items.

In total, we created 104 informers in the brand's signature style, categorized into three groups: summer, winter, and universal products. These widgets were placed on product pages for each language version: ua, eng, ru.

In the first two months of operation, the informers showed the following results:

• 49 transactions
• ROAS—up to 4078%
• CR (Click Rate)—on average 15%

After implementing the widgets, ROI (Return on Investment) reached 922%.

Optimizing Web Push Notifications

A military clothing and footwear store was already actively employing this channel to interact with users. We decided to test several hypotheses to find ways to improve its efficiency and identify possible points of growth.

Analyzing the Impact of Web Push Sending Time

First, different mailing times were tested: 9:00, 12:00, and 15:00. The audience was divided into three groups, and the testing lasted 10 days to make the results as objective as possible.

The results showed that the most link clicks occurred at 3:00 PM, with slightly fewer at 9:00 AM. However, this did not affect the purchasing behavior: users made purchases regardless of the time. Therefore, we decided to continue using a varied schedule for sending web push notifications.

Testing the Content in Web Push Campaigns

We also tested the effectiveness of web push notifications with and without images. The study showed that web push without images had better conversion rates. This could be explained by the fact that the store’s key audience—military personnel—often faces issues with connection and slow internet speed.

Other Results

A comprehensive approach has helped improve business efficiency. Overall, the profit percentage from each channel and tool is as follows:

• email—40,6%;
• Viber—9,1%;
• web push—5,6%;
• widgets—11,1%;
• website recommendations—33,6%.

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