British lifestyle brand Crew Clothing has credited a new paid social strategy for increasing new customer sales, following a 22% increase in like-for-like sales reported in its latest annual trading results.
Crew Clothing – which has over 100 stores, a D2C offering and is available via the Next, M&S and John Lewis platforms – also reported a turnover up to £101.3mn from £82.7mn in 2022, as it works to scale digitally.
Working to boost its online performance, Crew partnered with full-funnel performance firm Nest and Wunderkind, the performance marketing solution that scales one-to-one messages for retailers. It collaborated with Nest to develop their paid social strategy, and combined with Wunderkind for first-party data capture and triggered email marketing.
Ally Bradshaw, digital and customer director, Crew Clothing, explained: “We challenged Nest with scaling new customer acquisition using paid social – and it delivered a 3x increase in purchases from new customers in the first few months, by targeting our next best customers and driving traffic from untapped audiences.”
With Crew’s paid social activity now focused on acquisition, it wanted to make sure it was fully capitalising on this new traffic. It partnered with Wunderkind to identify a greater proportion of its non-logged-in website traffic, while implementing entrance and exit capture mechanisms to grow its addressable first-party customer database.
“It’s not just about driving traffic to our site,” Bradshaw continued. “It’s about what happens once they get there. This is where Wunderkind has played a crucial role. By capturing data and using it to nurture consumers, we have been able to provide a personalised shopping experience that keeps shoppers coming back.
“The data we gather through Wunderkind allows us to tailor our content and promotions to the individual needs and interests of each customer. The result is higher conversion rates, increased customer loyalty, and a greater sense of connection between Crew and the customer.”
By deploying Wunderkind’s Identity Network and on-site behavioural triggers, Crew expanded the reach of their triggered email programme – enabling them to send personalised, 1:1 messages, at increased scale, based on intent signals including category, product and cart abandonment. The result was an 148% increase in revenue generation performance compared to Crew’s previous solution. Some 7.4% of Crew’s total digital revenue is now driven by Wunderkind.
“The combination of Nest’s strategy to scale traffic from untapped audiences using paid social, alongside Wunderkind’s optimised conversion of traffic, allowed us to scale our brand’s online channels efficiently,” Bradshaw concluded.
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