National Fashion Retailer
Amid COVID, used Motista to achieve substantial gains in ecommerce sales.
A national fashion retailer leveraged Predictive Intelligence on Motivations™ to acquire and grow ecommerce customers during COVID, driving significant digital sales.
CHALLENGE
In early 2020, this retailer anticipated revenue disruption attributable to the pandemic. The brand’s US executive team swiftly prioritized acquiring and growing the highest potential ecommerce customers, and doing so with reduced budgets.
SOLUTION
Motista rapidly delivered a high-impact growth solution against the backdrop of COVID.
Using Motista’s intelligence, the brand identified Emotionally Predisposed fashion customers. They were quickly validated as most likely to connect to the brand and spend more online.
Next, Motista delivered the key motivations - emotional and rational - driving customers to use the brand’s website and mobile app, complete purchases, increase share-of-spend, and recommend the brand to friends and family. These customized Predictive Motivations™ reflected customers’ then current mindsets, values and emotional needs given the pandemic.
Finally, Motista provided the brand’s team and agency scrappy recommendations to activate the intelligence through ecommerce properties and digital marketing.
ACTIVATION
Emotionally Predisposed customers were identified on the brand’s CRM database and targeted for growth in online spend. In addition, Emotionally Predisposed prospects for the brand were targeted for acquisition through the existing media ecosystem.
The brand applied the Predictive Motivations to digital marketing and experience touch points. For example, the brand used the intelligence to adjust messaging, content, tone and visualization for its ecommerce site and mobile app. Additionally, the intelligence informed digital advertising messaging, social media content and loyalty program communications.
The brand’s digital assets were optimized to connect with the highest potential customers amid COVID.
RESULTS
Using Predictive Intelligence on Motivations, the brand achieved five-fold (5x) gains in ecommerce sales in 2020, exceeding even the rosiest expectations. Notably, gross margins (for online sales) remained consistent with prior years, as the brand relied on emotions - versus promotions - to achieve sales gains. These gains were achieved in spite of reduced budgets, too.
Gains in profitable digital sales yielded other benefits for the retailer. In-store sales losses were offset, lessening the brand’s cost-cutting requirements. In addition, the brand entered 2021 with a robust population of Emotionally Predisposed digital customers - which has proved to be a valuable asset for continued growth.