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Customer Success Story A Conversation with David Kaplan – VP Marketing, Tafford About Tafford There are many places you can buy nursing scrubs, but you can only get Tafford scrubs from Tafford, where design and manufacturing are performed in-house to assure superior quality, originality in design, good prices, and consistency in colors, sizing, and styling. The Tafford brand dates back to 1986 and the company was built on the premise that nursing uniforms and scrubs could incorporate the style, comfort, and individuality of sportswear yet still function in a professional, fastpaced work environment. In addition to mail order shopping, Tafford offers the convenience of an online store at www.tafford.com where the company’s pioneering use of cutting-edge digital marketing supports its traditional values of style, quality, customer service, and value. www.Tafford.com “We love the amount of site control Monetate gives us. The level of flexibility Monetate delivers with just one tag to install, just one time, that’s huge.” David Kaplan, VP Marketing We sat down with David Kaplan of Tafford to talk about how this leading uniform retailer uses Monetate. How Does Tafford Use Monetate? Any Favorite Campaigns? We started with the low-hanging fruit. For example, Monetate gave us the ability to align creatives from our email offers through to the website landing, then reinforce the offer throughout the site experience. And Monetate makes it so easy, I can optimize an email blast to half a million customers in just five minutes. My favorite is something you might call the payment option evaluator. When we introduced a new payment option on the check-out page our Call center started getting complaints from shoppers who had been turned down. So we used Monetate to selectively turn it off, basically hide all references to that option. That enabled us to see the effect on incremental revenue and evaluate the option over time. We are using Monetate in a bunch of different ways, from user specific promotions and messaging, to targeting of certain traffic segments, to testing of site content. The fact that Monetate enables all it does from one simple tag is amazing, even though we’ve barely scratched the surface so far. The work Monetate performs for us falls into several categories: 1. P ure content and page design: for example, which images work best, what buttons convert best, that sort of thing. 2. S pecific campaigns: for example, offers & messaging based on new-versus-returning, average order size, and so on. 3. Site feature experiments and testing: for example, product badging and predictive search. We can try things like this and if they work we just leave them in place. If they don’t move the needle we’ve saved money and learned something valuable. We like to think outside the box and Monetate has become part of our game plan. When we get ideas, for “We use Monetate to quickly deploy and test, we can determine right away if changes are worth leaving in place or not.” example at a show or seminar, we take it to Monetate and ask what you guys think? Is it worth trying? If so, let’s try it. Before Monetate, when we had to engage a developer to get a marketing idea onto the website, we could go through all the effort only to find the results were not worth it. Now we use Monetate to quickly deploy and test, we can determine right away if changes are worth leaving in place or not. Another favorite was on our new site, Best of Scrubs. We used Monetate to give introductory offers to new visitors. That produced a massive increase in conversion and new customer acquisition for us, and without eroding margin on orders from returning customers. We have also done some interesting things with returning customers based on purchase history, for example, we can extend special offers on plus sizes to a customer who has a history of buying plus sizes. Best of Scrubs Campaign Summary We are constantly looking to improve our performance in terms of RFM, recency, frequency, and monetary value. Monetate is helping us with all three. We love the amount of site control Monetate gives us. The level of flexibility Monetate delivers with just one tag to install, just one time, that’s huge. The IT avoidance aspect is also a big deal. That is not only saving us a lot of money, it has transformed the speed with which we can now test new ideas and, when the tests are positive, turn them into full campaigns. As the leading independent provider of testing, targeting, and personalization for websites, Monetate helps major consumer brands deliver personalized content and offers to different traffic segments. And we do this while eliminating IT from the marketing process. Everything that Monetate does is enabled by a single tag that you cut-and-paste onto your site, no IT resources required. With that one simple action Marketing can bypass IT and access Monetate’s unique marketing optimization features from A/B testing to product badging and geo-targeting of promotions and messaging. Request a Demo Read More Stories Learn about the successes our clients have had with Monetate, from conversion rate lift to increased average order values, revenue growth, improved customer acquisition, and commercial websites that simply work better. customers.monetate.com Video Archive If you are ready for a personal demonstration to see how Monetate can improve your website call us at 877-monetate or fill out the form on our website. Our growing series of short videos answers questions about Monetate’s many features and reveals how testing and targeting works when you’re using Monetate. demo.monetate.com videos.monetate.com Learn why many of the world’s largest websites use Monetate: 1-877-monetate | www.monetate.com | facebook.com/monetate | @monetate 100 Four Falls Corporate Center | Suite 407 | Conshohocken, PA | 19428 ©2011 Monetate, Inc. All rights reserved.