Case Study: IronmongeryDirect achieves 7.2% average sales uplift with Fresh Relevance Cart and Browse Abandonment

Fresh Relevance’s cart and browse abandonment help IronmongeryDirect achieve a 7.2% average sales uplift

IronmongeryDirect, the UK’s largest specialist ironmongery supplier with over 40 years’ experience, needed a better way to recover abandoned sales after relying on an external agency for abandonment emails that limited creative control and made data and reporting difficult. Introduced to Fresh Relevance in 2014, the team wanted an in-house, flexible solution to improve engagement and recovery.

By deploying Fresh Relevance’s cart and browse abandonment tools, IronmongeryDirect gained control to run segmented journeys (e.g., new vs lapsed customers) and automated emails at 30 minutes and 24 hours after abandonment. The program now drives at least 4% of weekly sales and delivered an average sales uplift of 7.2% in 2016, with further plans to add countdown timers to boost next‑day delivery and free‑shipping conversions.

IronmongeryDirect

Yolanda Denkmayer

CRM & Retention Executive