The background

Founded in 1854, Alexandra is Britain’s largest and best-known workwear and corporate clothing company, servicing every area of the public and private marketplace.

Alexandra’s expansion in the B2B space required the brand to rethink its ecommerce strategy. They recruited specialist agency Redbox Digital to help them on their journey, which led to the implementation of Magento and the introduction of dotmailer.

Perfect-fitting tech partners

Thanks to the introduction from Redbox, Alexandra have now been with dotmailer for over two years. One thing which has led to a long-term and mutually-successful relationship has been the platform’s ease-of-use: it’s allowed Alexandra to build, populate and send out much more personalized and relevant emails. dotmailer and Magento go hand-in-hand because they’re easy to use, are scalable and offer innovative features enabling retailers to communicate intelligently throughout the customer journey.

Marcus Forsey, Digital Marketing Executive at Alexandra says, “We’ve been blown away by dotmailer’s impressive first-party integration with Magento. Redbox are also great Magento developers; they’re really switched on, forward-thinking and understand our needs. With their support, and other third parties, we’ve been able to deliver an improved customer journey that introduces new features – including a new sizing tool and live chat.”

Don’t abandon abandoned carts

Magento integration has allowed Alexandra to prompt potential customers, those who’ve abandoned their carts, to go back to the site and check out. By sending a series of emails to potentials, depending when or whether they’ve converted, they've has seen a 5% increase in online orders every single week that could’ve potentially been lost.

dotmailer provides Alexandra’s vital statistics

Through a mixture of improved deliverability rates and advanced segmentation abilities, Alexandra’s email open rates have almost doubled since the brand moved its ESP to dotmailer. That’s a 90% increase since the switch.

A 25% increase in sign-ups has also been achieved, courtesy of dotmailer’s Surveys & Forms feature. This has been used by Alexandra to build web forms, surveys and popovers. They opted for this additional service and it’s paying dividends. And to cap the lot? They’re enjoying an impressive 40% increase in campaign-to-website visits.

Thanks to the innovative features and tools that are constantly being developed and delivered by dotmailer and Magento, and the close working relationship with dotmailer and Redbox, Alexandra looks to dominate the world of workwear.

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