When it comes to fashion, eCommerce is so hot right now.
The digitization of the industry will see more than $481.2 billion spent across the globe in 2018, and that figure is expected to almost double in the next four years.
Carving out your corner of the market has never been more important for brands, but how do you take advantage of eCommerce without losing your connection with customers?
That was the challenge posed to Major Tom by Loeffler Randall, a small family-run luxury brand based in New York.
Creativity is at the core of everything that Loeffler Randall does. They are a deeply personal brand with a passion for building genuine connections with their customers, something they didn’t want to lose as they attempted to reach a larger audience online.
While Loeffler Randall already had a loyal following, they wanted to explore new paid media opportunities to share their expertly-crafted shoes and bags with a larger audience.
In addition to acquiring new customers, they wanted to deepen their connection with their audience, while staying true to their brand and the Loeffler Randall story.
The company was no stranger to digital marketing; however, they felt that their current campaigns weren’t running effectively. Part of their challenge to Major Tom was to not only expand their presence but also make them operate more effectively, increasing reach while also reducing return-on-ad-spend (ROAS).
Digital by design
Before we even began to think about how to improve Loeffler Randall’s digital marketing, we needed to understand why.
Our project kicked off with a comprehensive discovery process: a deep dive into the brand to understand their goals, their current audience, and who their desired customer was.
We explored the challenge in granular detail, analyzing every platform individually so that we could build a picture of the behaviors, interests, and habits that drive both current and potential buyers.
We didn’t just stop at eCommerce, either. Our team of cross-functional specialists worked to understand the full spectrum of Loeffler Randall’s digital marketing so that we could tailor a strategic solution that complemented what they were already doing.
It was a holistic approach designed to build out a campaign that was efficient and effective, amplifying the brand’s existing digital marketing activity.
Haute couture marketing
The key to our campaign? The combination of the art and science of marketing. We not only needed to create incredible paid media campaigns that brought the brand’s products to life, but also operated effectively in the ever-changing landscape of digital marketing.
Leveraging our team of specialists alongside our in-depth knowledge of the industry we were able to recommend and implement changes across Loeffler Randall’s digital marketing to drive more customers to their site.
This activity went beyond paid media to finetune every area of their eCommerce presence. From optimizing their Google Merchant Center and their own site to enhancing their social media, we ensured that every aspect of their digital marketing was working together to drive people to the website and convert them to buyers once they were there.
Our focus was connecting the right people, with the right information, on the right platform, and at the right time. Whether they were actively searching for Loeffler Randall shoes or handbags, we worked to make sure they were connected with the right digital collateral depending on which point they were in the sales process. We also worked to retarget leads via display and social media to maintain momentum. This allowed us to drive high volume traffic to the site and see it through to conversion during our sale periods.
As a Google Premier Partner, we were also able to introduce Loeffler Randall to innovations that they didn’t even know existed yet. Using our early access to beta programs enabled them to take advantage of new opportunities as soon as they hit the market.
Crafting continual success
Our work with Loeffler Randall placed a strong emphasis on analytics. This was not only to showcase the impact of our digital marketing activity but also to enable us to monitor data in real-time and pivot when we needed to adjust or enhance what we were doing.
Throughout the lifetime of our campaign we were not only able to increase transactions and conversions, we did so while significantly reducing Loeffler Randall’s overall spend without ever losing sight of the creative connection between band and customer.
Just some of the highlights from our campaign include:
- Increased transactions by 20% and increased overall ROAS by 40% while reducing year-on-year spend by 30%
- Increased conversion rates by 152% and cross-device conversions by 36% while at the same time reducing cost per conversion by 37.7%
- Generated over 20% in additional revenue from Google Shopping campaigns representing an increase in ROAS of 71.9%