👶 How Prénatal increased conversion five-fold using Aiden
Customers in search of a baby monitor are usually prospective parents who have no idea what to look for. This case study shows that they were indeed in need of some guidance.
The company
Prénatal was founded in 1959 and today is the largest specialized retailer for parents and their children, with a total of 44 stores spread across the Netherlands. The company's mission is to make parenting and shopping more enjoyable, comfortable, and easier. Prénatal aims to be the go-to destination where (future) parents can turn to with all their questions and needs, leaving the store with confidence.
The challenge
Customers in search of a baby monitor are often prospective parents who have no idea what to look for. In Prénatal's physical stores, these customers are provided with advice and assistance in their search. However, it's much more challenging to proactively help them online. How do you achieve principles like "100% customer-driven" and "the best service" in an online environment?
The solution
In a short time, the Prénatal team created a product finder for baby monitors using Aiden. By answering a few accessible questions, the customer receives a clear selection of 3 baby monitors that fit their situation in under 1 minute. Would you like video and audio? Or just audio? Do you intend to use the baby monitor inside and around the house, or also far beyond? Using Aiden, Prénatal connected these simple questions and answers to the complex technical specifications that distinguish each baby monitor from the next.
A telling growth percentage that prompts us to deploy guided selling on other channels and for other products as well. - Dominique Alaradi, product owner Prénatal
The results
It became evident in the first month after its launch that expecting parents definitely appreciated some assistance in selecting a suitable baby monitor. The product finder achieved a conversion rate that was five times higher compared to that of customers who searched through the category page on their own.
"A telling growth percentage that prompts us to deploy guided selling on other channels and for other products as well," says product owner Dominique Alaradi. "Our next step: assisting customers in selecting the ideal car seat, baby carrier, and stroller!"
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