Damart UK, part of the Damartex Group, is a retailer specialising in comfortable and stylish clothing, footwear, and household products. It first launched in 1953 as a mail-order catalogue business. Its products were based on its Thermolactyl fabric, a man-made fibre for clothing developed and patented by three Despature brothers in France at the time. Damart launched in the UK in 1965, opening its headquarters in Yorkshire two years later. The company primarily markets its products through mail order and online channels, with a growing focus on reaching a next-generation customer base.
Damart UK heats up sales with social proof messaging
Key KPIs delivered by Taggstar
462
incremental orders in 32 days
£14,681
in additional sales in 32 days
759%
ROI
The Challenge
Damart has been interested in social proof messaging for some time, but it was the launch of Taggstar’s Social Proof Pro Plan, as well as timing being right internally, that finally persuaded the retailer to take the plunge and test the technology.
Damart wanted to enhance digital trading performance, while also offering a consistent online experience and socially influenced purchase assistance for its existing consumer base, as well as offering additional confidence to buy for new customers. “We wanted to improve basket rates and drive conversion and improve the customer experience,” says Claire Brown, webshop lead at Damart.
The Solution
The social proof messaging test ran for 32 days in the UK across the company’s PDP and cart pages. All seven best practice messages available in the Taggstar Pro Plan package were used, including ‘In Demand’, ‘Selling Fast’, ‘Great Choice’ and ‘Popular’.
“Pro Plan allowed us to take the plunge to try out an exciting technology we have been considering for some time. The results of social proof messaging for Damart were impressive, with a healthy uplift in sales and conversion and a strong ROI.”
Claire Brown, Webshop Lead
The Results
The test reached statistical significance, resulting in a 1.91% uplift in conversion rate, with 462 incremental orders and £14,681 in additional sales generated. This delivered an ROI of 759%. “The results exceeded our expectations,” says Brown.
The Future
The success of the initial test has impressed Damart. It is now considering adding social proof messaging to the PLP as well as testing alternative message designs.
Claire Brown says: “We went live quickly, it was a seamless process made easy by Taggstar. To others thinking about social proof messaging, I would say: ‘Just try it!’.”
“Pro Plan allowed us to take the plunge to try out an exciting technology we have been considering for some time. The results of social proof messaging for Damart were impressive, with a healthy uplift in sales and conversion and a strong ROI. We look forward to wider implementation of social proof within the business and the benefits it can deliver for our customers.”
Marjorie Leonidas, CEO at Taggstar, says: “We are thrilled to be offering the benefits of our Enterprise Conversion Messaging to more and more specialty retailers who want to get started to improve online engagement and increase conversion and revenue using our new Pro Plan offering”.
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