August 26, 2021
An increase in online shoppers is a great opportunity to attract and ad new customers, but it also means sharing the spotlight and facing fierce competition. Getting in front of your potential customers ahead of the competition and offering world-class customer experience on your own website isn’t easy. Which is why there is a need to invest time and money in the right marketing tactics and channels that can get you the reach, clicks, and, eventually, conversions you want.
Your customers can turn into your best brand ambassadors, so you should put a spotlight on them. Ask them to tag your brand on social media when posting pictures wearing your items; highlight it on the corresponding product page; showcase customer reviews; provide feedback on items; and more. Bottom line: let your customers hype up your brand.
No one likes to see a product get returned, and yet - offering a clear and free-of-charge return policy is key and can definitely make the difference. According to Web Retailer, 88% of consumers surveyed rate free return shipping as “important” or “very important” to their purchase decisions. So while not offering free returns might save you money, it will also cost you, customers.
Now that you’ve put a lot of thought into website optimization, it’s time to spread the word about your brand and generate traffic to your site. Fashion retail is filled with opportunities to gain online exposure, whether your goal is to build brand awareness or increase conversions. Listing your brand on fashion marketplaces is a great way to benefit from the marketplace’s popularity among a large customer base, but there’s so much more you can do. Spend time enriching a marketing strategy that’ll support your business objectives. From display to comparison websites and shopping ads, there is a perfect advertising channel for each of your goals.
Rest assured - we didn’t ignore social media! And, as a fashion brand, you shouldn’t either. Especially if you’re looking to engage with younger customers. According to a global poll conducted by Ipsos, 67% of 18-24-year-olds and 60% of 25-34-year-olds used Instagram at least once a day last year.
When it comes to fashion, it’s all about being inspirational. If you’re a lesser-known brand, it’s up to you to find users, not the other way around. Create appealing content and power up your paid social ads on Instagram, Snapchat, Pinterest, or TikTok. Have some extra budget to spend? Consider investing in influencer marketing to build strong brand advocates, but keep in mind that having a lot of followers on social media doesn’t always necessarily guarantee the best ROI. Think quality-over-quantity.
Last but not least: automation. If you want to step up your marketing game and boost your productivity, you need to equip yourself with the right tools. 91% of marketers say marketing automation is very important for the overall success of online marketing.
There is a multitude of marketing automation tools. The most popular tools are usually related to email marketing and chatbots. But these tools do not offer solutions for some of the most time-consuming processes in eCommerce: listings integration with marketplaces, catalog management to create product ads for social media or price comparison websites, order management, or creation of relevant text ads; just to mention a few.
In order to help you to overcome all of these technical and tedious challenges, we have created the guide: “Fashion & E-commerce in 2021: How to stay relevant and ahead of your competition”. In this guide, you will find inspiration through relevant success stories, best practices, tips, and testimonials from some famous fashion brands. We hope this guide will help you implement marketing automation in your omnichannel strategy to get the best out of your fashion eCommerce.