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Case Study

Fashion Co. improvements provided higher sales, search and checkout results.

  • min read

At a Glance

  • +40% weekly net profit increase in paid search
  • $1-2M improvement in web/mobile checkouts

The Full Story

Point of Departure

  • While Fashion Co.’s same (physical) store revenue growth was negative, eCommerce growth was positive and had recently accelerated (+21% YoY for the past 12 months)
  • Despite recent acceleration, Fashion Co. remained substantially behind peers on a number of metrics, including eCommerce penetration, traffic, and basket size
  • Fashion Co. also ran all digital marketing through a media agency who provided limited transparency and control

Approach

Bain and FRWD created a test-and-learn program to address the key questions Fashion Co. faced:

  • How do we optimally scale spend in our existing channels?
  • What types of customers and channels should we prioritize?
  • What sort of Influencer marketing is effective in driving awareness and conversion?

Tests focused on small-scale implementations to test new strategies with existing spend and explore new channels and tactics; team ran 8 tests over the 5-month program.

Results



Paid search (search engine marketing):
 testing a switch from agency management model to internal management resulted in Fashion Co. discontinuing paid search relationship with agency

Display: established key relationships with 3rd-party vendors to build future state capabilities; anniversary’ed a previous year’s video campaign yielding 3x impressions at 40% less cost

Influencer: defined metrics to evaluate Influencer efforts and promote more data-driven selection

 

* We take our clients' confidentiality seriously. While we've changed their names, the results are real.