Q1 can be difficult for retail. Consumers are often busy paying off Christmas bills and a reliance on payday for a couple of months can take its toll on both the individual and businesses. It’s also an opportunity to start anew, make some tough decisions and lay the groundwork for a better way forward.
We were struck by the opportunity headlights when tasked with the job of taking over D2C campaigns from an agency that had held a brand’s account for two years. We’d been working with the brand in a different capacity and could see its potential.
We worked through the Bermuda triangle-like days between Christmas and New Years 2020 to ensure all was in place. Every bit of campaign copy, creative and strategy was fresh and a new year launch went off without a hitch.
We’re now a week away from the end of Q1 and we’re well-ahead of our targets. However, better than outright revenue targets is the shift in messaging and pricing. The brand was eased away from discount and sale messaging. An abundance of creative was tested to determine key triggers. A more granular strategy taught us lots and gave us levers to pull when needed.
We’re 5 weeks into the latest step in our strategy. Year-on-year results for this period show a 62% rise in average order value and a 41% rise in volume of purchases. A new level has been set and the long-term outlook is positive.