Abel & Cole

Who are Abel & Cole?

Abel & Cole are a pioneering organic food delivery service based in the United Kingdom. Known for their commitment to sustainability and quality, they provide customers with fresh, ethically sourced produce, groceries, and meal solutions. With decades of experience in the organic market, Abel & Cole have built a strong reputation for their environmentally conscious practices and convenient weekly delivery model. Their focus on sustainable farming and reducing food waste has made them a trusted choice for eco-conscious consumers.

What was the challenge?

Abel & Cole faced market share challenges in the competitive closed user group space. Despite consistent tenancy bookings, their existing offer was failing to deliver impactful results. The brand’s offer struggled to compete effectively against other market-leading offers from key competitors, leading to plateaued performance and limited new customer acquisition.

This lack of traction was a clear indicator that our approach needed a fresh perspective to revitalise engagement and drive growth for the programme.

What was our solution?

To address these challenges, we set about implementing a strategic refresh of Abel & Cole’s closed user group offer. The primary focus was to align the offer more closely with a key competitor, ensuring it was not only highly competitive but also more valuable and compelling for potential customers.

We started by reaching out to our top closed user groups to gather insights from their side, asking about market share and the types of offers we were competing with. This allowed us to tailor the offer based on real-time feedback and ensure it was truly resonating with the target audience.

Based on these insights, we focused our attention towards Blue Light Card, offering them the choice between two new offer codes. This empowered Blue Light Card to select the one that best aligned with their goals, ensuring greater buy-in and effectiveness.

By increasing the value for Blue Light Card customers and improving the call-to-action we created a greater sense of urgency and engagement. This strategic adjustment ensured the refreshed offer stood out on the platform and attracted new customers, delivering measurable improvements across all key metrics.

What results were achieved?

The refreshed closed user group strategy delivered exceptional results across all metrics, validating the effectiveness of the new approach. Here’s what we achieved during the measurement period of a six-week period compared to the previous six weeks:

• Clicks: Increased by 511.57%, growing from 268 to 1,639.
• Revenue: Surged by an impressive 1,464.28%, climbing from £251.07 to £3,927.44.
• Orders: Grew by 971.43%, rising from 14 to 150.
• Average Order Value (AOV): Improved by 46%, increasing from £17.93 to £26.18.

These figures highlight the success of the refreshed offer in attracting new customers and driving growth. Abel & Cole now have a stronger competitive edge in the closed user group space, paving the way for sustained success!