{"id":6225,"date":"2024-01-23T19:54:48","date_gmt":"2024-01-23T19:54:48","guid":{"rendered":"https:\/\/tup.kxe.temporary.site\/how-thriftbooks-uses-data-insights-loyalty-and-experience-to-drive-ecommerce-sales\/"},"modified":"2024-01-23T19:54:48","modified_gmt":"2024-01-23T19:54:48","slug":"how-thriftbooks-uses-data-insights-loyalty-and-experience-to-drive-ecommerce-sales","status":"publish","type":"post","link":"https:\/\/okdesign.ca\/en\/how-thriftbooks-uses-data-insights-loyalty-and-experience-to-drive-ecommerce-sales\/","title":{"rendered":"How ThriftBooks uses data insights, loyalty and experience to drive ecommerce sales"},"content":{"rendered":"


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Books are a broad category with a passionate following. It takes data and a solid ecommerce strategy to break through to book fans on digital channels. Over the years, online bookseller ThriftBooks developed a data-driven approach to experience that makes books relevant both to casual book browsers and to trend-setting readers in TikTok\u2019s \u201cBookTok\u201d community.<\/p>\n

This year-round strategy translated into strong holiday sales during a successful ecommerce holiday season<\/a>. Over the 2023 holidays, ThriftBooks sales were up more than 20% year-over-year.<\/p>\n

<\/p>\n

Dig deeper: <\/em><\/strong>5 Black Friday trends marketers can act on<\/em><\/strong><\/a><\/p>\n

Value for ecommerce customers<\/h2>\n

As a successful ecommerce brand, ThriftBooks sells new and used books on Amazon, eBay and other book sites. It began in 2003 as an Amazon seller, and has since built out data-driven operations that deliver personalized experiences and customer service. The company has sold upwards of 250 million books over the last two decades.<\/p>\n

ThriftBooks bases its ecommerce strategy on five pillars: price, book selection, product quality, customer service and loyalty programs. The company uses proprietary in-house automation technology, as well as Keep Book, a technology used by its processing centers to process approximately 200,000 books per day.<\/p>\n

\u201cThe holidays were a really strong season for us,\u201d said Barbara Hagen, VP of sales and marketing for ThriftBooks. \u201cWhen I think about what really contributed to that, I see it as part of our core value proposition.\u201d<\/p>\n

Hagen added: \u201cWe didn\u2019t have any discounts over the holiday, and we were up over 20%. So, the combination of those five elements is really resonating with our customers. They\u2019re able to shop with confidence and not have to think, \u2018Oh is there a sale coming? Do I need to wait?\u2019\u201d<\/p>\n

Personalized customer experience and service\u00a0<\/h2>\n

When customers go to the ThriftBooks site they can choose from an inventory of over 19 million books. If they\u2019re returning customers, they\u2019ll see personalized recommendations, ensuring that experiences are optimized for each user.<\/p>\n

\u201cThey see the price that we offer, as well as the customer response and the ability to interact with customer service if there\u2019s a question about an order,\u201d said Hagen.<\/p>\n

New customers come to the site either from social media buzz and community outreach, or from the investment Thriftbooks has made in search engine optimization.<\/p>\n

\u201cIf you\u2019re looking for a particular title, you go to Google and hopefully we\u2019re one of the first that show up with a really great price,\u201d Hagen said. \u201cThat\u2019s a great way to get people to the site, and then once they\u2019re there, they have a really great experience.\u201d<\/p>\n

Web content on the site and pushed out on social media delivers recommendations and lets book fans know what\u2019s on the horizon.<\/p>\n

Thriftbooks also uses personalization to send fine-tuned emails to customers based on previous purchases. Additionally, the company keeps up on broader topics in culture, including new movies and popular streaming series \u2014 many of which are based on books that readers will be interested in purchasing.<\/p>\n

Site search, recommendations and integrated data<\/h2>\n

A key part of the site experience for customers is the search bar, which helps users find what they came for and continue shopping once they\u2019ve added their initial purchase to their shopping cart.<\/p>\n

\u201cWhen people come to the site, a lot of times they\u2019re looking for a specific book,\u201d said Trevor Higbee, VP of technology at ThriftBooks. \u201cBut then they see a search bar and wonder what else we\u2019ve got. So we spend a lot of time on the tech side trying to optimize search performance both from a speed perspective and for relevance.\u201d<\/p>\n

ThriftBooks uses the search signal data on their site to help build recommendations for users. It\u2019s all about integrating these valuable data insights through all areas of customer experience.<\/p>\n

\u201cIt really is an ecosystem that we\u2019ve built to try to get all of the different data points that people are interacting with,\u201d Higbee said. \u201cWe have a lot of customer outreach via email, and that gets back into our system and helps make our recommendations better. We\u2019re looking at what people are searching for and browsing. Information from our customer service system comes back into our central system and we use that to make better recommendations. We\u2019re trying to take all this data and really make that one-for-one experience for customers.\u201d<\/p>\n

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Experimenting with large language models<\/h2>\n

Search and purchase data are a big part of how Thriftbooks can deliver relevant, effective recommendations to customers. Readers also share their book interests in writing, whether on social media, emails or interactions with customer service. To ingest and integrate these insights, ThriftBooks is experimenting with large language models.<\/p>\n

\u201cWith the rise of large language models, we\u2019re looking to integrate more insights into the data we have already,\u201d said Hagen. \u201cWith the scale of our business, we have a lot of great insights already. But we\u2019re looking to augment that with some deeper insights from LLM.\u201d<\/p>\n

Loyalty program for book shoppers<\/h2>\n

The more customers shop with ThriftBooks, the better the company can tailor emails and recommendations. The company\u2019s loyalty program, ReadingRewards, incentivizes customers to continue shopping and stay connected with the brand.<\/p>\n

The program is tiered so that when customers spend more, they receive more valuable free books and other perks like early access to out-of-stock books.\u00a0<\/p>\n

First, new customers can sign up for free to the lowest level, \u201cReader.\u201d When they spend $75 in a year, they qualify for the next tier, \u201cBookworm.\u201d Customers qualify for the highest level, \u201cLiterati,\u201d when their annual spend reaches $150.\u00a0<\/p>\n

They get more points for each dollar they spend, the higher their level. And when they reach 500 points, they get a free book. \u201cReaders\u201d get a free $5 book of their choice when they reach 500 points, while \u201cBookworms\u201d and \u201cLiterati\u201d get $6 and $7 free books, respectively.<\/p>\n

\u201cCustomers love ReadingRewards and that\u2019s because we give out free books,\u201d said Hagen. \u201cWhen you think about book lovers and what they value in terms of benefits, it\u2019s getting those free books they can redeem.\u201d<\/p>\n

\u201cAll the elements come together in an everyday way, and then word-of-mouth really supports that,\u201d said Hagen. \u201cWe have some really strong customer advocates out there, almost cult-like.\u201d<\/p>\n

\u201cSocial channels are big for us in terms of organic referrals or endorsements, if you will,\u201d Hagen explained. \u201cPeople are organically making TikTok videos of their book hauls. TikTok has just been a force for the book industry in general, not only in terms of its scale and reaching book customers, but also just the \u2018BookTok\u2019 community that\u2019s out there.\u201d<\/p>\n

ThriftBooks has nearly 170,000 followers on TikTok. The social buzz is helped by branding and packaging. Thriftbooks\u2019 eye-catching teal packages build excitement and brand awareness among the online book community.<\/p>\n

\u201cThere\u2019s a sense of pride \u2014 I got these six books under $20,\u201d said Hagen. \u201cThey love to share that, so social is a really big channel for us in that sense.\u201d<\/p>\n

She added, \u201cOne of the great things about ThriftBooks is that we have a really large inventory between new and used books. So, it\u2019s a great place for customers to find some of these books that maybe are out of print but people are buzzing about in the TikTok space.\u201d<\/p>\n<\/div>\n


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Books are a broad category with a passionate following. It takes data and a solid ecommerce strategy to break through to book fans on digital channels. Over the years, online bookseller ThriftBooks developed a data-driven approach to experience that makes books relevant both to casual book browsers and to trend-setting readers in TikTok\u2019s \u201cBookTok\u201d community. 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