App-y days boost Abra’s sales
Anniversary promotion delivers “most successful” campaign yet for wholesaler
Average basket value increased by a mind-blowing 1,000% as Abra celebrated its 15-year anniversary with a birthday celebration with a difference.
The London-based wholesaler marked the milestone by holding a 15-week multi-channel campaign that encouraged customers to use an app to order their shopping, as well as visiting the depot.
The campaign registered dramatic increases across a number of metrics, with average basket value jumping up by 993% and smashing through the £2,000 barrier, which is streets ahead of the industry average of just over £1,200.
Abra paired up with mobile app supplier RNF and used the company’s customer engagement platform, BEAM, as a key channel for the campaign. Suppliers each took over the app for a week using a mix of in-app advertising and rich push notifications to publicise deals and increase engagement.
Abra’s Managing Director Craig O’Connor said: “This campaign has been one of the most successful we have ever run and we believe that the app has been a fundamental part of that success.
“We find BEAM an invaluable marketing tool and it has driven our average basket spend to the highest in the industry, something we are really proud of. Any wholesaler that is not yet considering an app needs to rethink their approach or they risk being left behind.”Abra anniversary campaign mobile record RNF success