Customer Success Story

Tradera Increases Sales
by 131% with Personalized Recommendations

“Our small, time-constrained team has been able to deliver personalized, 1:1 product recommendations across our website, mobile app, and email campaigns at scale which we could not do with our previous solutions.”

+40%

Homepage
Click-Through-Rates

+2.5X

Increase in
Email Open Rates

The Challenge

Find a customizable solution to connect, unify, and activate first-party data in a single platform to deliver personalized product recommendations to customers across all channels.

The Outcome

Tradera drove user engagement and increased sales, homepage click-through rates, and email open rates through personalized recommendations, advanced segmentation, and customer journeys.

Company

Tradera is a leading eCommerce marketplace. Every week, Tradera is visited over 5 million times, and every three seconds a product’s owner changes. Tradera was founded in 1999 but was acquired by eBay Inc. in 2006. In 2015 Tradera was acquired by PayPal.

Headquarters

Stockholm // Sweden

Industry

Online Marketplace

Overview

Tradera is laser-focused on creating a more sustainable way of life as Sweden’s largest online marketplace for used goods. The company streamlines its auction process by having a fully-integrated system that handles the full gamut of transactional processes: item auctions, payment methods, shipping alternatives, reviews, etc. Tradera wanted a powerhouse of a system to similarly handle a variety of marketing processes, and ultimately chose Blueshift for the job.

Objective

Surface the Right Auctions, to the Right Users, at the Best Time

Tradera’s unique business model is driven by user listings. To deliver the right customer experience they need to understand varying data types across their buyers, sellers, and catalog. Tradera needed to find a solution that could collect, unify, and activate all their data from their website, mobile application, and email campaigns in a single location. They also needed something that was customizable and could connect with their existing systems.

In short, Tradera needed a customizable solution that would enable them to:

  • Become agile with self-serve capabilities that enable them to build precise audience segments and launch multi-channel campaigns
  • Deliver personalized recommendations to each user based on past purchases, website activities, popular items, lost auctions, and more at scale without IT or engineering resources
  • Manage their constantly-changing product catalog, often an inventory of 1, to surface relevant, live auctions across channels
  • Improve user experiences by delivering highly-engaging, consistent opportunities to connect across their website, mobile application, and email

“Blueshift has helped us optimize and keep track of how we spend our advertising money more precisely, instead of it just being a big blur.”

Pain Point

Legacy Solution Lacked Data Collection and Automation Capabilities

Prior to Blueshift, Tradera was using a legacy marketing solution that required substantial manual effort and limited the team to batch-and-blast email campaigns. They had no visibility into performance and couldn’t easily access their first-party data. Adding to the complexity, auctions vary in length, and they have a constantly changing catalog of millions of products. Tradera needed a solution that could handle their dynamic catalog and also surface the most relevant recommendations to each member.

“With Blueshift, we’re able to precisely target audiences across Facebook. We are able to divide our ads and target lookalike audiences such as our best users, while keeping track of how different target groups and ads are performing.”

Strategy

Deliver Personalized User Experiences Across Channels

Tradera selected Blueshift because of its superior ability to adapt to their business-specific needs, in addition to the platform’s sophisticated architecture and AI capabilities. Blueshift allows them to deliver personalized auction recommendations across all of their marketing channels such as email, mobile, and web, helping their users to discover the most relevant listings to power growth.

Through the integration, Tradera was able to introduce an endless scroll of personalized product recommendations on their homepage that adapts to each user’s interests and latest behaviors. Their small team has also been able to drive user engagement through highly-targeted campaigns such as real-time auction updates, post-auction updates, new listings, and favorite sellers notifications.

The following capabilities were essential to Tradera’s success:

  • Single Customer View enables greater targeting precision and specific exclusions by leveraging dozens of diverse user attributes, events, and data from across channels.
  • Personalized Recommendations dynamically customize courses and offers suggested to each student across their learning journey based on browsing and previous course engagement.
  • Advanced Segmentation makes creating and managing hundreds of campaigns across regions and adding sophisticated triggers to lifecycle campaigns a breeze.
  • Cohesive Omnichannel Customer Journeys allows quickly running numerous tests, including testing entire experiences such as onboarding, and provides detailed cross-channel performance reporting so they can optimize every part of the lifecycle.
  • Audience Ad Targeting scales marketing content by seamlessly updating with one source edit the continuously changing promotional messaging that’s used across hundreds of templates.

“I would recommend Blueshift to companies that have a unique business model. Blueshift is completely customizable, and can adapt to business-specific needs in ways that show immediate and profound impact.”

Results

+131% in Sales when Using Personalized Recommendations

+40% Homepage Click-Through Rates

2.5X Email Open Rates

Because of Blueshift’s solution, a small team of marketers can manage the entire process of personalizing their website, triggered email campaigns, and mobile campaigns.

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