Party Delights’ Halloween Mastery: GENE Exclusive with Valeria

During Halloween, Party Delights achieved impressive success with a significant increase in revenue driven by over 90,000 transactions. The UK CR soared at 4%, a 16% increase from the previous year, particularly notable in Mobile CR at 4.24%.

Mobile platforms accounted for over 80% of traffic and 85% of revenue. On the peak day, October 23rd, we observed a significant 4% increase in revenue compared to the previous year’s performance. 

The top-selling costumes included the Zombie Cheerleader Girl, Glaring Reaper, and Iridescent Spider Girl. Noteworthy was the success of cross-sell items—Fake Blood Tube, Scythe, and Witches Broom—ranking in the top five, affirming the effectiveness of integrated cross-sells in driving additional sales.

Party Delights’ triumph highlights strong mobile commerce, impressive CR improvements, and strategic cross-selling, all contributing to substantial revenue growth and an exceptional performance during the Halloween season.

Party Delights, in collaboration with GENE, has been crafting unforgettable website experiences on Adobe Commerce. Their partnership not only enhances Party Delights but elevates the entire Wonder Group’s online presence. For an in-depth look at the successful collaboration between Party Delights and GENE, delve into the case study HERE.

Meet Valeria Del Sordo – Ecommerce Solution Specialist at GENE

We had a quick chat with Valeria to glean insights into Halloween success 2023.

• What were the key strategies Party Delights implemented, and how did GENE support these efforts?

At GENE, beyond the replatforming to Adobe Commerce, our collaboration with Party Delights involved a range of strategies. We focused on creating a user-friendly B2C platform while establishing a robust B2B portal for the event planning industry. We also honed in on enhancing website performance, especially for mobile traffic, and worked on aspects like product discoverability, personalization, and optimising search experiences. Additionally, our efforts streamlined inventory management and order fulfilment processes. Innovating creative features to boost revenue, engagement, and retention was key. Moreover, we architected a scalable infrastructure across the UK, EU, USA, and APAC, encompassing over 20 separate websites.

• What advice would you give to other eCommerce businesses based on Party Delights’ success?

Reflecting on Party Delights’ success, I’d suggest eCommerce businesses prepare for peaks well in advance. Learn from past peak experiences and customer feedback, which are invaluable sources for improvement. Focus on implementing changes that promise significant impact over those that are just ‘nice to haves.’ It’s crucial not only to enhance the website but also to pay close attention to post-sales. Ensure that both customer service and warehouse operations are well-equipped and prepared to handle peak volumes. Prioritising these areas alongside website enhancements will go a long way in ensuring a successful peak season for any eCommerce business.

• How does GENE continue to support Party Delights and similar clients moving forward?

At GENE, our approach is not just about executing tasks but embedding ourselves as part of our clients’ internal teams. We’re constantly driven to raise the bar, never quite satisfied with current results. Achievements like the incredible success seen with Party Delights over Halloween only fuel our passion to do more and better. Now that the peak season has wrapped up for Party Delights, our next steps involve diving into a comprehensive review of their performance over the past six months. This review will guide us in drafting next year’s strategy, ensuring our focus remains on the most crucial priorities and continuing to contribute to their ongoing success. It’s this collaborative and forward-thinking approach that keeps us dedicated to our clients’ sustained growth and excellence.

• Could you share some insights into your current projects? Are you gearing up for the upcoming Holiday season?

Absolutely, we’ve got some exciting projects in the pipeline right now, all focused on enhancing the performance and user experience on Party Delights’ websites following the Halloween rush. We’re making changes to our CTAs, introducing a fresh PLP structure powered by Klevu, and implementing a fantastic charity donation feature in collaboration with Pennies charity.

In addition to this, we’re also busy with preparations for the Holiday season. It’s a time of year when the online retail world experiences heightened activity, and we want to ensure that Party Delights is well-prepared to meet the demands.

Furthermore, our scope extends to the larger Wonder Group, where we are working on the launch of 14 European sites in the coming year. It’s an exciting time, and we’re dedicated to delivering excellence and innovation in every project we undertake.

So, yes, we’re gearing up for the upcoming Holiday season and beyond!

Key Takeaways:

• Collaboration Strategies: Beyond Adobe Commerce replatforming, GENE’s strategies involved B2C and B2B platform enhancements, website performance improvements, and innovative feature implementations.
• Advice for Success: Preparing for peak seasons in advance, focusing on impactful changes, and giving due attention to post-sales operations are vital for success.
• Continued Support: GENE maintains an integrated approach, focusing on continuous improvement, now analysing past results and strategizing for Party Delights’ future success.
• Current Projects: Post-Halloween projects for site enhancements, deployment plans for CTAs, PLP structure, charity donation feature, and preparing for the upcoming Holiday season. Additionally, the launch of 14 European sites within the Wonder Group is in progress.