New Look is an international high-street retailer with 613 stores across the UK and a transactional website selling the full clothing range online. It has over 330 stores in France and Belgium, and franchise stores in UAE, Bahrain, Kuwait, Egypt and Saudi Arabia. With approximately 10.5 million customers in the UK alone, New Look has an aggressive customer relationship management approach across both its online and offline channels to guarantee it will be the fashion brand of choice for shoppers.
Engaging customers in an interactive dialogue is at the heart of New Look’s retail strategy. To enhance its online presence and cater for the increasing popularity of smartphones among its target audience, New Look recently launched a mobile-optimised site. This includes links to New Look TV, allows users to check out the New Look Fashion Blog on the go, check store locations on Google Maps and share their favourite links across social media sites through integrated links to Facebook and Twitter.
New Look wanted to run a campaign that boosted brand awareness and drove customers to visit the new m-commerce platform To coincide with the launch of its mobile website. As part of this strategy, New Look wanted to increase the number of click-throughs and conversions that came from email. To achieve this, it meant improving its use of customer data and implementing a cross-channel marketing approach to deliver a personalised and relevant experience to users across email.
Sita Patel, e-commerce CRM manager at New Look explains, “As we launch our new mobile website, it is imperative that we integrate our data sources to produce co-ordinated campaigns that encourage customers to interact with the brand across all the digital touch points. By providing users with a more targeted experience we can continue to deliver a dynamic and engaging shopping experience. Email is the ideal channel to provide a more personalised approach since it enables users to interact with content, click through to the website and discover more about the brand.”
New Look had already built holistic data profiles for customers but it wanted to make better use of customer data. To drive mobile users to the new site and increase brand engagement, New Look worked with Responsys to develop a test and learn strategy. This enabled the brand to put in place separate strategies for different types of customers and monitor the responses to understand why certain groups interacted differently with the brand and what could be done to improve communication.
New Look used Responsys Interact Suite to run an email engagement programme that tested the performance of mobile-optimised emails. Responsys provided insight into users’ web browsing habits, channel preference and behaviours to identify customers that used mobile devices to view the website. This enabled New Look to automate highly personalised emails that were designed to drive traffic to the new m-commerce site, increase sales and boost customer loyalty.
Responsys enabled New Look to create and measure the performance of two different email types – a mobile optimised version for those users that had engaged with a mobile site, and a standard HTML email for those that hadn’t. The mobile version of the email was sent to a list of 1,786 subscribers who had browsed the New Look website on a mobile device during the first three months of 2011. The mobile version was also sent to a sample 10% of the email audience to test its performance against the standard web version.
The campaign revealed that mobile users are significantly more engaged with the brand compared with non-mobile users. The findings highlight that where a user had a preference for using a mobile device to view the website, the average open rate of the mobile optimised email was three times higher than the standard version. In addition, mobile users were compelled to click more than once on the email, with the total number of clicks per responder being 12% higher than the email version.
Sita Patel comments: “As a new school marketer we wanted to create a campaign that encourages customers to click through to the new mobile site. By working with Responsys we are the first retailer to co-ordinate SMS triggering, automation and fully integrated mobile reporting to test the effectiveness of mobile optimised emails. The results showed the effectiveness of developing personalised emails. Overall, we saw a 300% increase in programme performance for mobile-optimised campaigns delivered to the “mobile” segment, indicating that a combined digital campaign and targeting strategy is more successful in engaging with customers across the interactive channels.”
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