CASE STUDY
BOOT BARN STEPS IT UP
WITH HELP FROM
BRONTO'S DEMANDWARE CONNECTOR
Boot Barn and Bronto have really hit their stride.
Within a nine-month period, Boot Barn produced 34%
more email-generated revenue than it did in the 12
months before signing with Bronto.
Now Boot Barn is ready to kick things up a notch with
the help of the Bronto integration for the Demandware
Commerce Cloud.
This new integration, called the Demandware
Connector, was developed in-house by a dedicated
team of Bronto engineers. This makes for a quicker,
more reliable customer service and support experience
and will allow for fast, ongoing enhancements. No
third party is involved; enhancements are made
directly and questions are answered immediately.
It also means the Demandware Connector delivers the
same easy, intuitive user experience that the Bronto
Marketing Platform (BMP) has always provided. All
connector interactions happen within the BMP.
When sending transactional emails, that ease of use
was immediately apparent to Boot Barn.
The Demandware Connector exports order information
from Boot Barn’s e-commerce platform to the Bronto
Marketing Platform, where transactional messages such
as the order confirmation are now sent. Sending from
the BMP allowed Boot Barn to significantly upgrade the
look and feel of these important messages.
CASE STUDY
Boot Barn eCommerce Marketing Manager Lisa Mann
described the appearance of their pre-Connector
transactional messages as “very bare bones” and
“mimicking” the look of the online shopping cart. With
help from a Bronto strategist, Boot Barn now creates
transactional messages that are better aligned with
the style and appearance of their other marketing
messages, giving customers a consistent visual
brand experience.
put, these transactional messages look
" Simply
better. The format is a lot cleaner. The fonts are all
the same size. The header looks like our header
on the website,” Mann said. “It has navigation now
at the top so they can continue shopping easier if
they choose to come back and buy.
"
Because the transactional messages are now sent out
through the BMP, engagement data such as opens,
clicks and conversions can now be tracked – another
valuable Demandware Connector feature.
“We now have a baseline and can continue looking at
our transactional messaging to find out what we can
tweak, what info we can add to increase that click rate
or to get that repeat buyer,” Mann said.
“Before we were kind of blind to that.”
1-888-276-6861 | bronto.com
Boot Barn’s ability to make adjustments, send more
sophisticated transactional messages and analyze
resulting performance trends was greatly enhanced by
the Demandware Connector.
“It is absolutely easier to make changes,” Mann
said. “In the past, we had to go into each database
or sometimes get our developer involved to make
changes. It just wasn’t very fluid at all.
we have total control over our transactional
" Now
messages. We can make them look amazing.
We can place test orders easily and see those
messages immediately. It's definitely a much
easier process.
"
Boot Barn’s transactional message program will
include continued consultation with a Bronto
strategist. Boot Barn relied on that expertise when
creating the most recent version of their transactional
messages, getting input from Bronto on “how to
optimize the design and how we can drive attention to
key information in the emails,” according to Mann.
With the transactional emails now live, Boot Barn has
plenty of future projects to pursue. They plan to launch
a post-purchase series that will include product care
and re-order messages.
An enhanced four-part welcome series is also in
the works, as are plans to implement Bronto’s Cart
Recovery app, which will allow Boot Barn to begin
converting abandoned shopping carts into sales.
Transactional messages will also get a key upgrade
with the inclusion of product recommendations.
“Now that we have the ability to put recommendations
on all transactional emails, I expect metrics are going
to go up,” Mann said. “That will be exciting to see.”
CASE STUDY
34%
INCREASE IN
EMAIL-GENERATED
REVENUE
1-888-276-6861 | bronto.com