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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.
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