Since its launch in 1993, omni-channel fashion brand Quiz has always been known for delivering glamourous styles and the latest trends for its fashion forward customers — all at affordable prices. From just three shops in Scotland, the retailer’s store estate now includes more than 200 owned stores and concessions across the UK.
Its ecommerce site, launched in 2005, has grown to become an integral and strategic segment of its omnichannel business model.
Quiz’s ecommerce channel played a critical role in allowing the business to continue to serve customers while keeping staff safe during the coronavirus lockdown. It had temporarily closed its online operations and warehouse at the end of March but was able to reopen them in mid-April with measures in place to allow for strict adherence to social distancing measures in line with government guidance.
As its online operations have continued to thrive, Quiz recognised the need to improve its email performance to grow this channel at scale, which would require growing out its existing email database. And, due to its tech-savvy and digital-first customer base, it would need a solution that could integrate seamlessly across mobile and desktop devices.
Quiz turned to Wunderkind due to its proven track record in driving performance for online brands and retailers through its technology that boosts online identification to serve the right message to the right customer, at the right time, based on that individual shopper’s buying intent.
Haroun Saleemi, Head of Ecommerce at Quiz, explains: “We’d already heard a lot about Wunderkind, so we were aware of their capability to deliver performance. But, as well as their results-driven strategy, we were impressed by their detailed partner approach to the project and their creative capabilities.”
Implemented in just six weeks, Wunderkind’s real-time personalisation allowed Quiz to identify shoppers across devices to improve targeting and segmentation. This allowed Quiz to grow its email capture, as well as improving customer experience and driving increased conversions. At the same time, Wunderkind addressed the issue of purchase abandonment through more personalised and targeted messaging – this brought customers back to the products they had showed the most interest in and re-engaged customers who had left items in their basket.
Quiz saw instant revenue increases from the campaigns, with some revenues increasing by 200% compared to the previous solution, whilst email registrations grew 300% month-on-month.
“Whilst we wanted to increase customer engagement, we wanted to do so in a way that wasn’t intrusive to our shoppers,” Saleemi says. “This meant working closely with Wunderkind on the messaging and the timing of each message, as well as ensuring that each customer was only entered into the campaign at the correct moment in their individual journey.”
“We have seen that with the correct messaging, delivered at the right time, we can positively encourage customers to engage with us and register interest with our brand. Overall, it has been an excellent, collaborative process with the Wunderkind team, who were on hand to help at every opportunity.” he concludes.
Jacqueline Abernathy, AVP of Customer Success at Wunderkind (formerly BounceX), adds: “Whilst it is unsurprising that ecommerce provided a vital channel for online businesses during lockdown with non-essential bricks-and-mortar closed, this trend towards digital acceleration will last long after stores reopen.”
“During lockdown, email’s role as a channel has also grown in importance – our latest data shows that, while click rates for email have stabilised to pre-pandemic levels, email open rates have grown exponentially, spiking on Mondays, where we see 40-50% higher than average engagement. This is why we were particularly pleased to be able to help such an iconic British business, such as Quiz, future-proof its email channel for success.”