The Company needed a platform to build a voice in the crowded women’s ready-to-wear and fashion accessories marketplace, which positioned the brand as high-end, inspirational and socially responsible.
In honor of International Women’s Day, the Company launched a campaign featuring stylish women with a voice for positive change. The women who were selected are leaders at home, in the office and in their communities. They are pioneers and risk-takers as well as romantic and compassionate. They strive to also inspire other women to be self-assured, confident and to give back to society, in order to make it a better place for all. These women truly embodied the essence of the brand. To celebrate their inspiring stories, an integrated influencer marketing and demand generation campaign was created. This included a comprehensive photo-shoot of them wearing their favorite fashions from the Company, coupled with a video testimonial/interview. The influencer marketing campaign was launched through website banners, landing pages, digital mailers, ads, PR, social media, blogs and media relations etc. As a result of the campaign, the Company was able to leverage the established brand equity of these women to drive greater awareness, new qualified traffic to its website, and a record number of sign-ups for its loyalty program, while also spreading valuable knowledge, lessons and inspiration to support International Women’s Day.
With intense competition from Amazon, as well as other online retailers, it was quickly becoming a race to the bottom on deep discounting and low margin sales. The Company needed to create a new way to transform its eCommerce businesses from being entirely dependent on promotions to drive sales, and find an innovative way to create an addicted, amplified and loyal, full-price customer base.
The Company designed and developed a fully integrated in-store and online loyalty program, to reward consumers by giving them an amazing customer experience through significant personalization. Research showed that consumers are willing to pay more and tend to be less price sensitive when they feel a brand truly understands, rewards and represents them. By using significant personalization and digital marketing tools, the new program rewarded consumers with special incentives, cash-back and personalized offers they could not find anywhere else, while making the Company’s eCommerce websites and brick and mortar stores their primary shopping destination. The program initially launched encompassing five eCommerce brands: Perry Ellis, Original Penguin, Peony & Me, Laundry by Shelli Segal and Cubavera.
The Company needed to create an iOS and Android app that was simple yet intuitive for consumers to easily navigate as well as purchase services.
Extensive competitive app research along with mobile user experience design and testing was conducted. This enabled the Company to effectively test potential flows with real users to see what worked as well as catch and fix problems early on, before they finalized design and coding. By using quantitative and qualitative data they were able to optimize the design and create the ultimate user experience to boost engagement and eCommerce sales.
To reach its aggressive growth plans, the Company needed to expand its core product offerings into new high-growth categories to increase its current customers brand affinity and wallet share, while also introducing the brand to different consumer segments.
The Company launched Original Penguin bedding, through a strategic brand licensing deal, to expand its product categories. To protect the brand, design integrity, quality control, pricing and marketing, guidelines were developed. Distribution included its own DTC website, its 14 company owned retail stores, its global franchised stores, as well as wholesale partners: Amazon, Bed Bath Beyond, Belk, Macys, Nordstrom, etc. To launch the category extension, a coordinated global marketing campaign was developed by providing assets to all partners, which included print and digital ads, PPC, social media, direct response, store signage, packaging, product images, product descriptions and PR. A sneak preview was launched on OrginalPenguin.com a week before general availability in retail stores, which resulted in selling out initial inventory within the first few hours.
To reach its aggressive growth plans, the Company needed to create greater brand awareness, so it could generate more qualified traffic, conversations and net new customers in the crowded women's high-end, ready-to-wear and fashion accessories marketplace.
The Company launched an aggressive affiliate and celebrity influencer marketing campaign and social media program to elevate its brand awareness. Through highly targeted PR, social media and influencer gifting events and programs, the Company secured numerous high-profile national placements. This included dressing Cassie Randolph (the winner of ABC’s 2019 Bachelor - season 23) for her official media tour and week-long media event appearances following the season finale. Every outfit Cassie wore sold out within minutes after being seen on national TV, social media sites and news outlets. The campaign created record eCommerce site traffic, conversions, sales and more than doubled the Company's loyalty member sign-ups.
The Company had more than 10 million prospects who were eligible to use the service through their benefit plans, however, very few had activated their accounts. Consumers were confused about when to use the service versus going to their primary care physician, urgent care or the ER. It was critical to get them to register/subscribe and opt-in, so the Company could engage them regularly in order to stay top of mind to ensure they saw value and retain the service.
In less than two months, the Company implemented a new engagement marketing strategy and plan. This included new welcome kits, search-engine optimized, permission-based marketing website, social media and a series of comprehensive multifaceted, multi-touch demand generation and weekly engagement campaigns. New materials to support the campaigns included collateral, direct response mailers, PR, blogs, videos, flyers, posters, website banners, postcards, promo items, FAQs, SEO, SEM, tradeshow booths and social media. In addition, the Company built a self-service marketing hub where employer, health plan and health system clients could download and customize pre-built marketing campaigns to be used in their organizations to help spread the word about when and how to use the service. As a result of these efforts, the Company increased market awareness, quickly achieved SEO traction, and significantly increased eligible member eCommerce registration by more than 55%, engagement by more than 67%, utilization by more than 44% and retention by 97%.
Customer support was inundated with calls, emails and chat requests from consumers inquiring about the status of their recent purchases. This information was not automated, nor provided to customers after their online purchase was completed. This was creating a very poor overall customer experience, as agents were not able to respond in a timely fashion to incoming requests, as they were constantly researching each inquiry, thus preventing them from engaging with new consumers to resolve real issues, as well as up sell and cross-sell more products.
The Company implemented an entirely new after-sales and service program across all of its eCommerce brands: Callaway Golf Apparel, Perry Ellis, Original Penguin, Peony & Me, Laundry by Shelli Segal and Cubavera. This new technology service emailed and texted automated notifications on package fulfillment and tracking information to customers after the transaction, thus enabling them to see first-hand the status of their deliveries, so they could plan accordingly. This drastically reduced calls to customer support by more than 40% and improved customer satisfaction and engagement by more than 550%, according to quarterly customer surveys.