Adopting a full-funnel approach, Ve implemented its onsite
engagement solution together with email remarketing and
programmatic advertising tools to boost online merchandise
About Liverpool FCLiverpool FC is one of the most celebrated
football teams in the
world, with more European trophies won than any other
team. Despite its strong base in the UK, its brand is known
loved across the globe, with supporters ranging from Asia to
America. Merchandise sales are a highly important contribution
any professional football team. In light of this, Liverpool FC
was looking to boost its online merchandise sales.
We continue to be very happy with the work from the
account management team at Ve...
With an industry abandonment rate of 81%, Liverpool FC
main aims were to encourage users to stay onsite, increase
online merchandise sales and re-engage users post
Ve tackled these challenges by implementing and continually
optimising a zero-risk CPA strategy at every major stage of
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
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
and complete their purchase. Through personalisation and
scheduling, Ve achieved an email click-to-conversion rate of
Ve’s programmatic advertising solution was also deployed to
retargeting ads based on a range of individual user data points.
combined with on-brand design and continual optimisation,
image and drove visitors back to Liverpool FC Retail’s online
store to complete
their purchase. Overall, Ve’s campaign drove 27+% of Liverpool
online merchandise sales.
HARRIET JOHNSTONE – DIGITAL MARKETING EXECUTIVE, LIVERPOOL FC
Increase in online merchandise sales
Email click-through rate
Email click to conversion rate
...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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