How digital marketing smarts doubled sales for this Australian fashion brand


St Frock CEO and Founder, Sandradee Makejev

A dust storm in the Bondi markets in 2009 convinced fashion retailer Sandradee Makejev to go digital.

She launched her St Frock Facebook page, drew lots of fans, and hit an early sales target of 10 dresses a day. Still, it was almost a decade later that the combination of Covid, the Dotdigital platform, and a strong social following brought sales to 23,000 items during the week of Black Friday in 2020.

Today dotdigital’s omnichannel marketing platform tailors and personalizes St. Frock’s database of 300,000 customers who recently made purchases through a Magento-powered e-commerce site that feeds off their one million Facebook followers. Before Makejev signed up for dotdigital in 2019, he had sales of $ 12.5 million with Mailchimp. She wanted to upgrade her marketing tools, refine communications with customers, and move them to a more sophisticated database.

“We got to a point where we were too big to be small, but we weren’t sure we were big enough to switch to an enterprise-level system,” Makejev said GMO.

St Frock was looking for a customer-centric digital marketing partner to help their team communicate with different customers in different ways. It had to work well with Magento too.

“We made the leap in 2019 by moving to an enterprise-level system,” Makejev said.

Despite the challenges of 2020, St Frock doubled its sales in the calendar year. Part of this revenue growth is due to an over 40 percent increase in revenue from email marketing.

St. Frock fashionPhoto credit: St. Frock
St. Frock fashion

“Dotdigital’s integration with Magento, its seamless automation builder, and great local support team made the choice easy for them,” said Makejev.

“Together, these platforms enabled our team to synchronize customer and subscriber data and their transactions in real time, and use user-generated data to create automated trips and target customer segments.”

Matt Page, St Frock’s e-commerce and CRM manager, said the brand has developed automated email and other communication programs that target seven segments.

“We are now driving segmentation, CX and the customer lifecycle. The Automation Builder makes it easier to create life cycle programs such as “These can be based on events such as birthdays or some other automatic trigger, such as B. not to contact us. The system sends the e-mail automatically as soon as the program is set up. ”

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The St. Frock Welcome Program alone generated more than $ 200,000 in revenue, while a birthday program enabled them to wish “happy birthday” to more than 17,000 customers.

The company’s dozen marketing, social, and e-commerce employees are now using 15 redesigned email programs and one more that serves Facebook communications when customers don’t reply to emails.

Dynamic content blocks build more relevant messages by incorporating product modules such as newcomers, items based on customer buying preferences, or the next available voucher relevant to an offer at a particular stage in the customer journey.

Although sales slumped with Covid and Makejev was initially forced to shrink the business “to the size of a pea,” the team persistently marketed across channels and focused on customer service to reverse the trend.

“We have doubled our email marketing efforts and with the help of dotdigital’s hands-on team, we’ve integrated re-targeting campaigns that have helped us target and take advantage of dropped customers,” she said.

Automated lifecycle programs have driven customer growth across all segments, including the conversion of 110,000 new or inactive customers. The team made the most of the timeliness, frequency, and money (RFM) parameters to create targeted lists and streams within automation programs. Retargeting focuses on “non-converters” who haven’t shopped for certain campaigns through Facebook and Google ads or SMS.

St Frock also works with micro-influencers through TikTok and Instagram.

Page has more customer projects and another big Black Friday to plan.

“We test lifecycle programs with refined segmentation,” he said. “We’re going to introduce sub-segments that are defined, for example, by the way the customer got to the database or other things that tell us levels of intent. Then we can respond with the right type and amount of information and messages.

“We have designed customer acquisition programs in partnership with brands such as Marley Spoon, Temple and Webster, and Adore Beauty.”

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