A little bit about our fashionable friends.
Our customer is a leading Australian-owned brand designing vintage-inspired fashion with a modern, luxurious twist. They’ve been styling Australian women since the 1980s with a combination of 80 boutiques and a thriving e-commerce store with a dedicated and loyal customer program.
Here’s what they wanted to achieve
Their loyalty program focuses on reward vouchers based on previous spending. It’s a clever way to keep your customers coming back for more. These rewards are added to the customer’s account each month and is essential for repeat purchases and ongoing customer lifetime value (CLTV).
So when our fashion brand spotted a drop in voucher redemption, they knew they needed to patch a gap in loyalty engagement in their loyalty program. Email alone wasn’t cutting through. Enter SMS for fashion and loyalty.
They needed a new conversion channel to get customer engagement back on track and keep ROI low. Enter Tall Bob and SMS – a brilliant way to engage a loyalty base. Side note – we’re not the only ones who know about the great reasons to deliver vouchers by SMS.
Our fashion brand had three core objectives to overcome to boost customer engagement.
Boost engagement
What’s an e-commerce store without traffic? Task 1 was driving traffic to their e-commerce store to increase and measure customer engagement. Naturally, they also boosted attention on their rewards program – the data captured there is invaluable to 1:1 communication. This led to more customers in their loyalty program.
Next, we helped them by redesigning the loyalty customer touchpoints to use SMS as part of their end-of-month redemption campaigning for inactive customers. Our experience told us that SMS can drive more people to e-commerce stores. What they saw? More loyalty members returning
Deliver ROI in the SMS channel
Our fashionistas recognise the value in their loyalty base and frequent repeat purchases. That’s why they started sending an SMS with a reward redemption landing page to customers who had not purchased in a month, around 4 days before the end of the month.
More conversions with loyalty reward vouchers
With their new channel, they were able to create new ways to encourage customers to redeem their rewards.
- By creating urgency on offer expiry – by using SMS with a 97% open rate, they could ensure more customers would see the offer. More opens means more FOMO when customers realise they might lose their reward.
- Match and complement with other loyalty communications – using email with SMS can increase the chance of conversions with repeated offer impressions.
Changing the loyalty experience with SMS in fashion
By adding SMS to the existing customer journeys, our fashionable friends boosted their loyalty redemption rates and increased cart values, while enhancing their customer experience.
Thanks to the great results of their test campaign, they automated their monthly loyalty campaigns with both SMS and email. This gives their marketing team the ability to adapt messaging between emails with longer-form content and information without urgency and deliver SMS for time-limited offers, constantly testing and learning.
Better still, the fashion brand could create bespoke offers and deals on bespoke landing pages that measured every conversion point along the customer journey – such as:
- Delivery (data quality)
- Unsubscriptions(receptiveness)
- Impressions (return views)
- Click through rates (intent)
- Redemption (conversion)
- Cart size (ROI)
Want to see SMS for fashion and loyalty can delivery results for you?
We’ve been working with retailers across Australia, New Zealand and across the world for years, and we know what works. We’d love to see what you want to achieve and help you build the right mobile engagement strategy.