Robert Dyas is a home and garden retailer that aims to sell everything from cleaning solutions and kitchen essentials to the latest in DIY gadgets. The company was first founded by Robert Dyas in 1872 when he opened his first ironmongery store. The stores expanded and now comprise almost 100 stores spread across the south of England. Robert Dyas has been owned by Dragons’ Den investor and retail giant Theo Paphitis since July 2012.
Robert Dyas first worked with Taggstar in 2020 rolling out social proof messaging to its Product Details Pages (PDP) and Basket page but the retailer wanted to extend the messaging across its Product List Pages (PLP) too. The results were impressive delivering a conversion rate uplift of 2.95% and an ROI of 15.2X and resulting in Robert Dyas renewing its contract with Taggstar for a further two years.
Robert Dyas’ extension of social proof messaging from Taggstar not only delivered a strong ROI and conversion rate uplift but has also persuaded the retailer to commit to the technology for a further two years
Key KPIs delivered by Taggstar
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15.2X%
ROI
The Challenge
Having already tested social proof messaging from Taggstar on its PDP and Basket pages and seen positive results, Robert Dyas wanted to extend the test to its PLP. Its aim was to see if the technology delivered similar results in terms of driving up conversion rates and enhancing customer engagement as it had on the other pages.
The Solution
The PLP social proof messaging test ran for 100 days from late July. It included three message types aimed at helping customers to make quicker buying decisions by seeing the popularity of products. The initial PDP and Basket page implementation used 11 message types.
“We are committed to working with best-in-breed suppliers and Taggstar had already proven itself to be such a supplier with our initial success in social proof messaging.”
Simon Spencelayh, eCommerce Director
The Results
Robert Dyas saw a 2.95% conversion rate uplift from the extension of social proof messaging to its PLP. The uplift delivered a return on investment of 15.2X.
The success of the extension of the messaging, has been enough to convince the retailer to commit to social proof messaging from Taggstar for a further two years. The roadmap for development will include a balloon redesign and the testing of new message types as it looks to further enhance the customer experience of those shopping online.
The Results
Simon Spencelayh, eCommerce Director at Robert Dyas, said: “We are committed to working with best-in-breed suppliers and Taggstar had already proven itself to be such a supplier with our initial success in social proof messaging. The further uplifts we have seen as a result of the extension of social proof messaging to our PLP has been enough to convince us to commit to a further two years. We look forward to working together with Taggstar to further optimise the shopping experience for our customers.”
Peter Buckley, CRO at Taggstar, said: “It’s fantastic when we see brands like Robert Dyas extend their use of social proof messaging after seeing initial success. Social proof messaging is a powerful tool across PDP, PLP and Basket and using the messages across the full funnel maximises retailer success.”
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