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CASE STUDY How Skinnydip took the D2C plunge

British lifestyle and fashion brand, Skinnydip London, has enhanced its Direct-to-Consumer (D2C) operations, as well as growing new category engagement, as it looks to enhance its online presence and grow its business in light of exploding online demand.

Traditionally Skinnydip was best known for its fun, vibrant and quirky phone cases and collaborations with some of the world’s best known brands – from Barbie to Disney and The Simpsons. Since its launch in 2011, the brand has grown its product offer to span women’s clothing, wider collections of accessories and bags, and beauty ranges.

With two standalone UK stores and more than 200 global stockists, Skinnydip wanted to capitalise on the strong online demand it was seeing and bolster its D2C operations, allowing it to reach new customers with an extended product catalogue, as well as growing its owned audiences and first-party data when acquiring new shoppers.

Skinnydip recognised that in order to scale and enhance its D2C capabilities, it would need to improve the performance of its email channel as a primary accelerator for growth – as well as building up its 1st party datasets, to develop a larger, engaged and opted-in audience. 

Partnering with Wunderkind, Skinnydip has powered personalisation at scale to bolster its online performance. Using Wunderkind’s identity resolution technology, Skinnydip can serve the right message to the right customer at the right time, based on their unique intent-based browsing behaviours, depending on where that individual is in their path to purchase.  

This has enabled the brand to quickly scale its marketing lists, capturing first-party data of new customers, whilst boosting conversions to grow digital revenues.

To date, Wunderkind has driven a two-fold revenue lift compared to the brand’s previous solution and is now Skinnydip’s 3rd highest-performing channel in Google Analytics.

Laurina Kennedy, Digital Marketing Manager at Skinnydip, explains: “In the first three months of Wunderkind being on-site, we exceeded our yearly email capture goal. It is an instrumental part of our growth to have the additional support with testing, monitoring and research of triggered emails as our team is quite small. Wunderkind easily integrated with us and has become an extension of the Skinnydip team.”

Wulfric Light-Wilkinson, GM International at Wunderkind International, adds: “By powering personalisation at scale, Skinnydip has quickly become a challenger brand in new categories. Our partnership has enabled Skinnydip to identify, capture, and acquire new customers at a significantly increased rate, while helping existing shoppers discover the extended ranges now available. Through curating a highly tailored buying journey, Skinnydip can engage – and re-engage – the right shopper, at the right moment, with the right message.”

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