Psyche has earned a reputation as one of the UK’s ultimate destinations for premium designerwear. As a luxury global fashion retailer it offers over 200 established and emerging designer brands for men, women and children.
The client was looking to capitalise on sales and traffic ahead of the busiest period in the retail calendar. It was important that our team were able to build substantial brand awareness and customer engagement prior to Cyber Weekend, when the business would naturally see a spike in engagement, but the client also wanted to ensure the project drove new customers to the website.
Through research into the previous year, it was evident that customers began searching for Black Friday deals towards the end of October. We spotted an opportunity to capitalise on the increase in search volume and engagement prior to the actual day of Black Friday. Working with our SEO, CRO and Email teams, a Black Friday landing page was created with our target audience in mind.
Paid Search and Facebook ads were instrumental in driving traffic to the new landing page. A competition to win £100 to spend online when a customer signed up on the landing page was promoted via our digital marketing channels, using the same consistent messaging and imagery. Once the competition was entered via the sign up on the landing page, entrants were segmented into their own subscriber group, ensuring future emails were targeted. The first email in the series was a preference email. The insights obtained ensured we sent the right message at the right time to the subscriber in order to convert them into customers.
When the Black Fiveday sale launched 3 weeks after the landing page went live, we already had strong interest and our audience was engaged thanks to the competition. The Affiliate programme was instrumental in promoting this campaign, from promoting the event out to all key publishers to implementing the exit intent overlay strategy – offering an additional 5% off in order to retain customers and reduce the number of exits from the site.
Social Media was key to driving awareness and traffic – with Psyche already having a strong and engaged following on social media, we used tactics such as daily posts with countdowns, to Facebook retargeting ads to those who had visited the site and not purchased. Having a cohesive strategy, utilising a range of marketing channels, ensured Psyche dominated the customer journey from acquisition to conversion.