Daniel Footwear is an independent retailer of designer shoes, bags and accessories with over 20 stores in the UK, and an award-winning eCommerce store. Since the retailer’s debut in 1993, Daniel Footwear pride themselves on their offering of high quality, on trend products at competitive prices, with brands including DKNY, Ash, UGG, Tory Burch, Michael Kors, Stuart Weitzman and Vivienne Westwood.
The client’s ultimate goal was to plan and execute a collaborative campaign to allow for a successful Black Friday/Cyber Monday period of 2017. It was important that the campaign would make a significant impact, would enable us to capture relevant data and would increase the client’s revenue from the same period of the previous year.
Our team established that the implementation of a collaborative cyber landing page was the best way forward in order to achieve this, allowing us to capture email addresses and build an audience relevant to the Daniel Footwear cyber weekend event, that we could utilise across the sales period and in upcoming years.
For this, we built a CMS page that encouraged users to take action and subscribe to be kept updated with the impending cyber incentives previous to the launch. The landing page also captured preferences through click behaviour to unlock incentives and content relevant to subscribers throughout their journey, as well as enabling us to tailor future incentives through personalisation; this was supported through email, overlays, paid social and PPC.
Within the landing page, we embedded a buying guide; a blog post showcasing products that have good depth, margin and popularity, and which were also mirrored by the client. The buying guide included tactical product tagging and teaser product sashes which we promoted not only through the blog, but also social, email and our affiliates channel.
Throughout the campaign, we then were able to remarket their captured audience from both this year and last, using tactics to re-engage with them through email, overlays, paid search and paid social.
The campaign was a roaring success, and during the length that it ran – 20th-30th November – our experts increased traffic by 16% YoY, achieving a phenomenal 25% uplift on their forecast. 5,309 new subscribers to the e-newsletter were also generated over the duration of the cyber week event.