How Tecovas grew abandoned cart revenue by 370%

Founded in 2015 and based in Austin, Texas, Tecovas is the fastest-growing Western brand in the world. It sells handmade cowboy boots, leather accessories, and denim products directly to consumers online or at one of its 30+ locations worldwide.

Anonymous shoppers are constantly slipping away, abandoning their carts without a trace, and marketers need an easy way to track them down.

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Cart and browse abandonment campaigns can be highly effective because you’re engaging with customers who have already shown interest in your products. However, these campaigns also have limited reach as shoppers remain anonymous, either because they aren’t logged into their accounts or are using multiple devices. Tecovas’ marketing team struggled with this same issue.

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"We couldn’t identify many of our site users unless they were logged in, and that’s not something everyone does. The biggest challenge for us was identifying users on the site that we wouldn't normally be able to identify with ESP tracking alone."
^{Megan Edwards, Senior Manager of CRM at Tecovas}

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Without the ability to connect anonymous website visitors to known customer profiles, Tecovas faced:

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• Limited campaign reach: They relied solely on the tracking provided by their email service provider, which only captured customers who were logged in.‍
• Lost revenue opportunities: Limited campaign reach hindered their ability to re-engage customers and encourage them to return and complete their purchases.

With Simon Data’s powerful identity solution, Identity+, Tecovas could link anonymous website activity with known customer profiles, allowing them to send highly personalized and timely messages to customers who abandoned their cart or browsing session.

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How did it work?

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Tecovas deployed Simon’s Identity+ web tag to its e-commerce site to track activity from known but unauthenticated customers, allowing them to associate activity from unauthenticated users with known customers. 

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With this data, Tecovas could extend the reach of its existing triggered abandonment campaigns while maintaining privacy compliance — and opened the door to additional incremental revenue. 

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“Identity+ is enabling us to track anonymous users back to an email address and/or phone number that we have so we can send further communication to them."
^{Megan Edwards, Senior Manager of CRM at Tecovas}

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What did it power?

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Tecovas’ marketing team significantly improved abandonment campaigns by sending highly targeted email and SMS campaigns based on customer behaviors.

Tecovas’ marketing team:

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1. Maintained consistent creative across campaigns
2. Optimized timing for follow-up messages
3. Analyzed customer drop-off points
4. Refined segmentation with targeted follow-ups

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Simon’s integration with Tecovas’ email and SMS providers enabled them to deliver timely and relevant communications throughout the customer journey.

Tecovas’ enhanced ability to identify and understand customer preferences enabled highly personalized experiences, leading to increased customer engagement, conversion rates, and revenue.

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"We already had these campaigns running. With Identity+, it's really what we've captured from an additional volume perspective that's been the most impressive,”
^{Megan Edwards, Senior Manager of CRM at Tecovas}

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• ‍Increased reach and revenue: Identity+ drove a significant increase in audience reach for both abandoned browse and abandoned cart campaigns. This increased reach resulted in higher engagement and boosted revenue across email and SMS
• ‍Boosted ROI: Monthly ROI from abandonment campaigns using Identity+ increased 15X!
• ‍SMS success: SMS campaigns generated a higher rate of engagement than ever before.‍
• Expanded efforts: Thrilled by the success of these campaigns, Tecovas has implemented abandoned category and abandoned checkout campaigns, and they're seeing promising results.

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Key improvements include: