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M. Video: Improving On-Site Conversion Rates with SAP® Conversion Management

With over 340 stores and 52 e-commerce Web sites, M. Video is the largest consumer electronics retail chain in Russia. When M. Video’s e-commerce team faced a 70% shopping cart abandonment rate, they sought out the SAP® Conversion Management application to remedy the situation. M. Video knew that SAP would not only provide a proven solution, but that SAP also had the industry expertise to guide it through best practices. Since implementing SAP Conversion Management, M. Video has seen a 29.3% lift in its cart recovery rates.

© 2014 SAP SE or an SAP affiliate company. All rights reserved.

SAP Customer Success Profile | Retail | M. Video

Kick-starting a feature-rich, analytics-based solution M. Video looks for a proven shopping cart recovery application

Objectives • Combat shopping cart abandonment and recover

lost revenue • Strengthen e-mail marketing profitability by

increasing conversion rates • Implement best practices for remarketing Why SAP • Proven solution that follows up with customers in

real time • Simple integration of the SAP® Conversion

Management application with M.Video’s e-mail service provider

• Ability to conduct a series of randomized tests (A/B testing) with two variants to figure out the optimal strategies for recovering revenues

Benefits • 29.3% increase in cart recovery rate, yielding a

39% increase in overall carts recovered • More than US$7.1 million in revenue attributed to

SAP Conversion Management Future plans • Test different triggering times to determine the

optimal timing for follow-up • Test different campaigns with different numbers

of follow-up e-mails

Company M. Video Headquarters Moscow, Russia Industry Retail Products and Services Over 20,000 audio, video, and digital products, and electronics, home appliances, and media and entertainment products and accessories Employees >1,000 Revenue R 10 billion (€190 million) Web Site www.mvideo.ru

“We are impressed with the significant return on investment that SAP Conversion Management has already managed to generate. The ease and intuitiveness of the analytics system is particularly helpful. The SAP team has shown us best practices in the remarketing field that have helped us improve our results tenfold.”

Julia Smirnova, Personalization and Digital Communications Specialist, M. Video

Studio SAP | 34444 (14 /12 ) © 2014 SAP SE or an SAP affiliate company. All rights reserved.

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