When White Fox burst onto Australia’s fashion scene back in 2013, the brand ran full-steam on social media and influencer marketing: Instagram campaigns, celebrity cameos, online fashion gurus, and the communities those activities created. But when Jen Flannery joined as their Head of Marketing, she knew it was time to make better use of all the data that resulted from these efforts and leverage findings across all channels.
From influencer marketing to digital transformation
Jen began her search for a marketing automation platform with a few must-haves in mind. In addition to centralizing customer data, she needed a tool that integrated well with Shopify, and could also automate customer data modeling for quick and easy growth.
“Shopify is a plugin-heavy platform,” she explained. “Merchandising, CRM, push notifications — it basically supports every channel you could think of in the marketing sphere, which is great in practice but can also affect your speed when it comes to learning from campaign performance and executing against those learnings. I needed something that would let me harvest all the great customer data from Shopify’s channels into a single view, and then push out to paid media channels.”
Jen found a couple of platforms that met these requirements, but ran into challenges with it going beyond centralizing data. Like many forward-thinking marketers, her goal wasn’t only to solve for unutilized data, but also to develop a strategy that would fulfill future needs — whether they were online or offline.
A platform prepared for anything
Once Jen discovered Exponea, she knew it was a perfect match for White Fox’s needs. In just six weeks, she and the team were up and running, utilizing a single platform for their marketing initiatives rather than having to separately manage each individual module within Shopify.
“There are a million and one things you can do with Exponea, but the biggest draw for me was that it contains all the tools and features you need to grow,” she said in reference to Exponea’s omnichannel capabilities. “That future-proof element, and knowing that I won’t hit a wall in a couple of years and have to re-platform, made Exponea the right choice.”
Jen’s assumption was proven correct when COVID-19 hit in the first half of 2020. Customer behavior for the online boutique shifted dramatically, including the types of products that were being purchased, purchase times, purchase frequency, and origin of purchase.
“Exponea has played a critical role in our ability to notice sudden shifts in customer behavior and being able to respond to them quickly and efficiently,” she said.
From batch-and-blast to data-driven personalization
White Fox has already seen incredibly promising results with Exponea. By using just email campaigns, triggers, and segmentation, they’ve seen a 16% uplift in their amount of sales between Q2 and Q3. Moreover, their revenue per email visitor has increased a whopping 50%, and email conversion in the U.S. has increased 40%.
“We’ve essentially gone from batch-and-blast to a successful personalization strategy overnight, and we’re not even using the platform to its full capacity,” added Jen. “For us, Exponea means real automation, it means connections, it means the right messages for the right segments, it means alleviating a lot of work and reporting because everything is in one system, and it means real staying power for our brand.”
White Fox used Exponea to make the best possible use of its data and has seen improvements across the board. Want to see how Exponea can do this or improve upon a similar need for your business? We’d love to talk. Schedule a demo to learn more.
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