fast fashion meets fast marketing: getting the timing just right - briana mitchell, francescas

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Briana Mitchell on behalf of francesca’s will be talking about its own products and/or services, which it makes available directly to

customers. The statements and opinions contained herein are those of Briana Mitchell and not of Oracle. Oracle has not verified any

statements or claims herein and assumes no responsibility for such statements or claims.

CAUTIONARY NOTE:

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Briana Mitchell | francesca’s Marketing Manager

Fast Fashion Meets Fast Marketing: Getting the Timing Just Right

#brontosummit

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OH HEY, TOMMY!

Timing is

everything!

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Fun(ish) Facts:

-Marketing Manager by day, Netflix binge-watcher by night

-Pug Enthusiast

-Claims to like yoga, but really just likes yoga pants

-Card carrying Costco Executive Member

-Still can’t color inside the lines

-Descendant of Pocahontas

-Gettin’ hitched in less than 25 days

HI, I’M BRI!

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670+ Boutiques + francescas.com

We’re a boutique that specializes in women’s clothing, jewelry, accessories,

shoes, home décor, gifts, and more.

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- 4-Year-Old Program

- Batch & Blast Strategy

- Entire list sent to every day

WHAT DID I WALK INTO?

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BRONTO SUMMIT 2016

- Take lots of (legible) notes

- Say “hi” to strangers

- Create a laundry list

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CREATING A LAUNDRY LIST

Team BrainstormDefine: Can, Need, &

WantAdd to Calendar

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TEAM BRAINSTORM

- Optimization opportunities

- Competitor activities

- State of current initiatives

- Areas to improve

- Industry developments

- New ideas

DISCUSSION POINTS

- Visibility from all angles

- Generation of new ideas

- Idea refinement

- Execution-level understanding

- Motivation

- Team relationships

PROMOTES

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DEFINING CAN, NEED, & WANT

CAN NEED

- Short timeline

- Easy execution

- Bottom line related

- Goal dependent

What we did:

Update Calendar

Geo-Location

Engagement

Segmentation

What we did:

Cart Abandonment

New Pop Up

Boutique Maps in Email

WANT

- Brand building

- Being on-trend

What we did:

Reengagement Series

Welcome Series

Birthday Series

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- Prioritize tasks

- Assign a due date & put it on the calendar

- Assign tasks to the right team members

- Follow up & touch base at key points

IT’S A DATE!

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GEO-LOCATION

- Segment for Tax Free & Back to School

- Market region- specific products

- Align with boutique promotional tests

DESCRIPTION

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- Identify what you consider to be:

Highly, Moderately, and Not Engaged

- Send like normal to Highest & pull back

on the other two segments

- Make a plan for when you want to

speak to the other two

- Best promotions & events are a great

time to target unengaged

ENGAGEMENT SEGMENTATION

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THERE ARE ITEMS WAITING FOR YOU

- Cart Recovery Reminder

- Contains MyBuys

Recommendations

- 2-touch series (original +

reminder)

DESCRIPTION RESULTS

- +170% Open Rate

- +79% Click Rate

- +203% Conversion Rate

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CART RECOVERY|TOUCH 1 & 2

SL 1: Did you forget something?

SL 2: Still Thinking It Over?

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POP UP! | BEFORE & AFTER

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POP UP!

- Revamped Pop-up

- Optimized for mobile, added an

incentive, and imagery

DESCRIPTION RESULTS

- Account for 15% of our entire list

since launching in July

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WHERE YOU ARE| BOUTIQUE MAP

- Shows the closest boutique

to you

- Added on strong boutique

days

- Added into non-purchaser

welcome series

DESCRIPTION

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GETTING REAQUAINTED

- 4-Touch Series

- Appealing Promotion

- Guide to self opt-out

- Wake up subscribers

DESCRIPTION

- +116% Click Rate


- Reduce sends

- Helps deliverability rating

RESULTS

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REENGAGEMENT SERIES TOUCH 1

SL: Bri, Let's Talk About

Us.

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DID WE JUST BECOME BEST FRIENDS? | WELCOME SERIES

- 3-Touch Series

- Separate paths for purchasers &

non-purchasers

- Offers for non-purchasers

DESCRIPTION

- +168% OR (purchasers)

- +129% OR (non)

- +11.6% Click R. (purchasers)

- +78.8% Click R. (non)

- +58% Conversion R. (purchasers)

- +164% Conversion R. (non)

RESULTS

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WE’RE GONNA PARTY LIKE IT’S YOUR BIRTHDAY

- Special birthday offer

- Promotes updating info

- 2-touch series (original +

reminder)

DESCRIPTION

- +285% Open Rate

- +88% Click Rate


RESULTS