How does a fashion retailer expand its online presence without sacrificing authenticity?
Loeffler Randall is a shoe and accessory line sold internationally. Despite large-scale success, they embody the values of a small, family-owned business. They are a deeply personal brand with a passion for building genuine connections with their customers.
They came to Major Tom with the challenge of increasing their reach while reducing ROAS through paid media opportunities. As they expanded their online presence, Loeffler Randall wanted to ensure their relationship with their audience, both new and old, maintained its authenticity.
Our Objectives
Understanding the full spectrum of Loeffler Randall’s brand to tailor a custom eCommerce solution
Before we could determine how to improve Loeffler Randall’s eCommerce, we needed to understand why. We began with a comprehensive discovery process of their brand. After analyzing each platform individually, we built a picture of the behaviors, interests, and habits that drive current and potential buyers. Through this process, we gained insight into the relationships that Loeffler Randall has with their loyal customer base. With this knowledge, we were able to build on those relationships instead of alienating them as we reached new audiences.
By studying aspects of their digital marketing activities outside of paid media, we were able to understand the full spectrum. This made it possible to craft a solution that complemented what they had in place.
This holistic approach was designed to build out an efficient and effective campaign, amplifying the brand’s existing digital marketing activity. Further tactics included:
- Using beta programs that hadn’t yet hit the market by leveraging Major Tom’s status as a Google Premier Partner.
- Optimizing Loeffler Randall’s website and Google Merchant Center.
- Creating new ad formats and boosting Loeffler Randall’s presence by increasing reach on their social assets.
152%
38%
20%
72%
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"Their willingness to improve our performance is next-level in terms of service."
Lucinda Betteridge Ecommerce Manager