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Abel & Cole: An organic process that grows and nurtures the customer relationship!

CASE STUDY

Abel & Cole

RSVP has supported Abel and Cole for well over a decade, helping its business to grow and thrive in an increasingly competitive FMCG market.

CASE STUDY

Abel & Cole

RSVP has supported Abel and Cole for well over a decade, helping its business to grow and thrive in an increasingly competitive FMCG market.

25%

Increase in historical average order value

30%

Conversion of newly registered customers

>12M

Outbound calls made to existing and former customers

The client

Set up with an ecological mandate to protect the planet, Abel & Cole were introduced into the marketplace as an organic only, online grocery store. They quickly became well known for their fruit and veg boxes, which offered good value, high quality products delivered to your door on a rolling subscription model.

Abel & Cole’s offering has since expanded to recipe boxes, drinks and pantry options, all of which keep in mind their original call to action.

Services provided

RSVP are tasked with maintaining the lifecycle of Abel & Cole customers. The process developed was an organic one, starting with reactivation campaigns and specifically contacting customers who have lapsed. As Abel & Cole saw growth, so did RSVP’s mandate.

As well as inbound and outbound sales, RSVP have provided e-mail and phone customer service provisions for Abel & Cole. When a push of acquisition was needed, RSVP were seen spearheading a Facebook targeted lead generation campaign, seeing the introduction of thousands of new customers.

As RSVP agents had lots of direct interactions with customers, focus groups were set up, allowing RSVP agents and management to help shape Abel & Cole’s inbound and outbound stargates moving forward.

Outsourced Customer Service

Proof of Concept Testing Services

Outbound Call Centre Outsourcing

Customer & Subscriber Lifecycle Management

Results

The natural growth of the RSVP team from only a few members to over 20 is a testament to the success of the campaigns. With regular integration sessions, RSVP staff are seen as being part of the in-house team. The RSVP team were tasked with a multitude of campaigns all requiring our staff to be malleable, adapting to each customer as required – which was done adeptly by our fantastic agents!

In excess of 250,000 customers have been reactivated or introduced to the brand through several different campaigns, creating a long-lasting and fruitful relationship between Abel & Cole, and RSVP.