What makes a really perfect attire advertising marketing campaign? It’s one which elicits the identical emotional response you get while you discover that good piece of clothes.
And whereas that sounds nice (and extremely aspirational) in principle, how do you place that idea into observe? In this case, wealthy personalization is a marketer’s finest pal when recreating this expertise. Here’s why:
- Highlights the “discovery” expertise when exploring one thing eye-catching
- Motivates you to examine the stock and get a better look
- Delivers the satisfaction of understanding that just-for-you merchandise might be yours
Channeling the essence of those emotions as a part of your advertising campaigns is the proper solution to translate real-life emotions into profitable on-line experiences. Effective campaigns construct atop earlier interactions and curate the subsequent individualized moments of quick resonance—previous behaviors and engagement assist information the subsequent step.
Once mastered, this enter can information marketing campaign components like content material, channel, cadence, and extra. The result’s a seamless, cohesive attire advertising expertise that’s distinctive to every buyer and their stage of engagement. It’s not simple, however inside a extremely aggressive market, getting it proper is extremely profitable.
User Engagement Teardown: Nordstrom vs. Fashion Nova
Inside our newest teardown, we’ve in contrast two main gamers within the attire market: luxurious division retailer Nordstrom, and booming on-line trend model Fashion Nova. We needed to see which retailer was capable of faucet into their prospects’ tastes and preserve them primed for procuring.
To see how these corporations assist shoppers channel their interior stylist, we subscribed to every retailer’s communications for 2 weeks throughout Black Friday and Cyber Monday—a peak season for outfit inspiration.
During our analysis, we registered for an account on every website and elevated our stage of exercise. We accomplished our profiles, downloaded their cell apps, browsed promotional offers and deserted our procuring carts.
After analyzing the content material of all messages obtained, we recognized what these companies are doing effectively and what areas may use enchancment.
(Note: in the event you can’t see the embedded SlideShare, be sure to show off any advert blockers!)
You can even see our previous comparative teardowns (together with Uber vs. Lyft and Blue Apron vs. HelloFresh) on our User Engagement Teardowns web page.
Note: Nordstrom and Fashion Nova are usually not Iterable prospects.