Successful Personalisation Implementation on Multiple Sites for Retail Brand

Norths Collective encompasses a number of properties including Norths Cammeray, The Greens North Sydney, The Alcott Lane Cove, The Verandah Beecroft, The Glasshouse Artarmon, Seagulls Tweed Heads, Norths Fitness and Revolution Health & Fitness. Norths was founded in 1955. Like most of the “Leagues” clubs established in the 1950’s, Norths was the result of its high profile district rugby league team. The club was originally located in a residential property in Neutral Bay and moved to its current site in Abbott St, Cammeray in 1964.

Over the past 50-odd years, Norths has evolved into a sophisticated and innovative entertainment and recreational centre, servicing Sydney’s Lower North Shore community. Facilities include two dining areas, function rooms, a 540 seat auditorium, a state-of-the-art fitness and wellness centre, indoor and outdoor lounge areas, a boutique bottle shop with an impressive selection of quality wines, a platinum TAB, 2 squash courts, and a members rewards program.

Norths have engaged AFDigital to help with their digital transformation.

Challenges:

The client has multiple brand sites (7x) that support a suite of businesses (clubs and fitness websites) under the North’s Collective banner. They engaged AFDigital to personalise content on the all 5 clubs and 2 fitness websites (The Greens, The Alcott, Seagulls, The Verandah, Norths Fitness, Revolution Health & Fitness), increase conversion rate of members to book events, and increase the number of members booking a table, show ticket or event.

What We Did:

AFDigital implemented Personalisation and configured campaigns. An example would be Display Asset A (Food) to users who have not visited the website, then after 7 days, the default website banner will be shown. Another example is if the visitor clicked both Australian Artists and 70’s & 80’s Music, the first category popup will be shown.

Results:

With the solution set in place, Norths is able to gather website visitor behaviour and analyse this data to serve personalised relevant campaigns to the right audience at the right time. The ability to deliver personalised, cross-channel experiences creates a seamless path to conversion for a data-rich industry with loyal customers.

For the initial Norths website implementation:

-successfully identified over 3,000 website visitors (matched them to their contact record in CRM) allowing North’s to start building affinity wheels for their large membership base

-Personalise the on-site experience for over 21,000 website visitors. Creating a true omnichannel, personalised marketing journey for these website visitors and increasing time on site by.

○ This has seen:

■ An increase in time on site of 9%

■A decrease in bounce rate of 6%

■An increase in overall website sessions of 45%

AFDigital and Norths Collective have cultivated a fantastic working relationship through the years. We stay committed to providing them - and all our clients - with topnotch service to ensure that they are always achieving the results they desire.

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