Gumtree

The business challenge

Gumtree.com.au is Australia’s leading community marketplace. With more than 3 million daily visitors driving 2.5 million listings on site, Gumtree was keen to maximise the potential of its growing customer database. Our brief was to dive into the available data and deliver actionable insights. Key objectives were:

  1. Drive action in terms of placing ads or replying to ads
  2. Generate incremental revenue through customers paying to increase the visibility of their ad
  3. Increase the number of repeat visitations (which drives advertising revenue)

Insight

Gumtree has a database of 9 million buyers and sellers and a dazzling number of categories on its site. The scope of each presents a huge opportunity.

Solution

A series of exploratory data briefs were designed to truly understand how customers use Gumtree. Questions asked included: How often do they use it? When do they use it? Do customers both buy and sell? What categories do customers buy in? What does that tell us about their interests or their current lifestage?

The insight derived from this analysis, added to an extensive review of the customer journeys for both Buyers and Sellers, was used to create a timely, relevant, multi-channel communication programme designed to deliver against our objectives.

This solution goes beyond communications and will be used to alter the very fundamentals of the customer experience with site navigation built around life events being one such proposal being reviewed.

Results

The response to date from initial campaigns has been strong:

Email open rate

28%

Email click to open rate

29%

Total revenue generated through CRM in 2015

16.57%

Additional replies to ads in 2015

280,000

What’s next?

Head back to the Work page to choose again

The Work

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