In the highly compeitive world of online fashion retail, a robust, multi-channel sales marketing strategy is a must. ETTO had build a solid reputation in the North as an independent fashion boutique with an eye for unique designs and cutting-edge UK designer-makers, but plucky upstarts and competitors seemed to spring up every day to try and steal market share. The company needed a plan of attack, allowing them to focus on strategies for specific channels to drive sales.
Key insights that fueled our strategy included the increasing number of customers who accessed the site via mobile/tablet, allowing us to develop a responsive website with a sleek, modern design which scaled elegantly to mobiles and tablets – giving users on any device the full ETTO experience. A content strategy was also developed, which, when added to keyword and demographics intelligence, allowed blog and social output to be seriously ramped up – building authority and boosting click throughs to the main e-commerce site.
In the clamour to gain new customers, we also refocused efforts for exsting customers, tempting those who had not been back to the site for a while with targeted email campaigns and special, channel-specific offers.