From Island Shores to American Stores
ED Supply’s Success Story
Nestled in the heart of San Juan, Puerto Rico, ED Supply emerged as the hallmark of excellence in household goods and appliances.
While Puerto Rico was home, ED Supply set its sights on broader horizons. Fueled by a series of strategic partnerships, the company introduced specific brands to the vast and highly-lucrative consumer market in the United States.
While its roots were embedded in Puerto Rican culture, so too were ED Supply’s communications. Crafted for Spanish-speaking customers, their email marketing communications aligned with the with the island's culture. However, a language transition was essential to connect with English-speaking consumers effectively.
The Strategy Unfolds
To make this happen, the expert team at ED Digital stepped in to chart a new course for ED Supply. Their mission? Craft an effective email marketing strategy along with a plan to engage English-speaking prospects and customers in the United States.
Three Pillars of Transformation
Building a New Audience
A new list was carefully curated, zeroing in on potential customers across the United States, marking the brand’s first move into the world’s largest consumer market in total spending.
Recognizing the power of first impressions, a fresh English subscription form was designed. Not only did the new popup grab peoples’ attention, but it also established that the brand was international and bilingual.
Mastering the Checkout Flow
Because the checkout phase is so critical to the buying journey, we built an innovative abandoned cart automation. It was more than a reminder; it gently nudged shoppers to complete their orders.
With this innovative strategy, ED Supply successfully bridged the linguistic divide and introduced its product lineup to the U.S. To this day, the brand’s marketing communications seamlessly resonate with an ever-expanding international audience - from the shores of Puerto Rico to the heartlands of America.