The e-Commerce universe provides shoppers with an abundance of product and pricing options. However, shoppers seeking a specific product, can find the large selection a bit daunting.
Sealed With A Kiss (SWAK) Designs is taking a more sophisticated approach to targeting and personalization in an effort to give shoppers exactly what they need — and at the price they’re seeking.
As a contemporary women’s plus-size clothing eTailer, SWAK Designs is poised with the challenge of providing fashionable and affordable plus-size clothing for women, said Brad Capo, CEO and Founder of SWAK Designs, in an interview with Retail TouchPoints. “Our customers shop based on what they like and believe will work for their body, but they also are incredibly price conscious. They are motivated by savings and will window shop and browse, but then wait for a discount before committing to purchase.”
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To move beyond standard “batch-and-blast” marketing tactics, and provide the content shoppers want and need, SWAK Designs has implemented AgilOne Digital Edition. The solution will provide the eTailer with granular marketing data regarding key consumer trends across email and the web.
“Before working with AgilOne, our personalization methods had been relatively nonexistent,” Capo said. “Our company has limited resources dedicated to data collection and analytics. In order for us to continue to grow and stay viable as a brand, it was absolutely necessary to refine our ability to personalize and target our marketing efforts.”
By evaluating email engagement, browsing behavior and transaction records, SWAK Designs will be able to create more effective and personalized marketing campaigns, and in turn, build more meaningful and profitable customer relationships.
Capo noted that because personalization is “the wave of the e-Commerce future,” the retailer has to “make marketing relevant to individual customers so that they can see products that are tailored to their specific, unique needs and wants.”
Creating Meaningful Marketing Campaigns
With AgilOne Digital Edition, SWAK Designs will be able to automatically segment email users into groups based on their level of engagement, allowing the retailer to customize the content and frequency of emails that get sent to shoppers. A/B and multivariate testing capabilities also will help SWAK Designs hyper-target content and refine campaigns to maximize engagement and sales.
“We have received quite a bit of feedback from customers expressing a desire to see only the content that they wanted,” Capo explained. “When you produce the volume and quantity of content and marketing messages that we do, it is easy to bombard a shopper. We want to provide customers with the messages that are important to them.”
SWAK Designs is establishing personalization strategies by first analyzing customer purchase history and shopping behaviors, Capo reported. Specifically, the eTailer will track and analyze how shoppers respond to outgoing marketing messages and brand content.
For example, “we will examine the behaviors associated with adding items to a shopping cart versus when they actually purchase, what prompts the purchase, etc.,” Capo said. Although SWAK Designs has yet to execute a campaign with AgilOne, the company has already become essential to the retailer’s future growth plans.
“It will be so powerful to be able to engage our customers in marketing campaigns that are meaningful on an individual level,” Capo said. “It will change how we do our marketing. Because we are a small team, AgilOne serves as an extension of our manpower and brand.”