How Vodafone achieved a 46% uplift in conversion

In 2020, Vodafone partnered with 15gifts to enhance its online retail customer experience and performance. Vodafone had three core goals:

• To enhance the overall customer experience and understand more about Vodafone prospect customers.
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• To significantly improve online conversion rates.
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• To recreate the success of retail stores in upselling customers to higher value plans and additional value adds such as insurance.
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“Our partnership with 15gifts and launch of our guided selling tool has been key in enhancing our online customer experience over the last year.”

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The solution

• Our powerful guided selling engine, driven by our unique combination of psychology and machine learning to drive Vodafone’s conversion performance.
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• Our Profiles offering, collecting unique preference data from every interaction – unlocking more value from every prospective customer.
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• A dedicated team of experts, a 15gifts squad working closely with Vodafone to drive value, evolve the service and share insights.
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The Results

1.1m

Highly personalised recommendations delivered to customers, creating 1 million+ detailed customer traits profiles.

47,000

Customers making a direct purchase, accounting for 7% of overall sales, and delivering a 40X RoI.

46%

Uplift in conversion rates for Vodafone’s most engaged customers.

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Protecting revenue during Covid-19

The 15gifts solution allowed Vodafone to help protect key revenue streams during Covid-19 such as insurance services, normally driven by in store interactions, with guided selling generating a 12% uplift on the normal digital experience.

The guided selling experience was also able to align with Vodafone’s strategic goals of driving customers to more premium plans delivering an +81% uplift in customers attaching an entertainment pack as part of their purchase.