Retailers who adapt the marketing strategies of their fashion E-commerce to each collection convert up to 32% more than competitors with generic campaigns. The data is the main highlight of a new strategy guide launched by Flowbiz (formerly Mailbiz), specialist in CRM and automation for online retail.
The survey indicates that although the launch of a new collection is the moment of greatest sales potential for a brand, many companies underutilize the opportunity by not adapting their communication and customer experience to this novelty, missing out on engagement and, consequently, revenue.
The power of personalization and smart automation
To capitalize on new trends, the Flowbiz guide details a set of practical actions. The first recommendation is the customization of communication through intelligent customer segmentation, directing offers based on purchase history and behavior. The effectiveness of this tactic is proven by data from the “CRM Report,” another market study also conducted by the company, which shows that campaign segmentation can generate an increase of up to 50% in email open rates.
Another key strategy addressed in the guide is the automation of journeys, such as the creation of welcome flows for new subscribers. The impact of this action on revenue is direct, with Flowbiz experts indicating that stores implementing these flows see an increase in sales of up to 143%.
Communication channels and customer experience
The material for fashion e-commerce also emphasizes the importance of renewing the “virtual storefront” with each collection, updating banners, and creating interactions that engage the customer. Additionally, the material recommends the strategic use of direct channels such as WhatsApp for high conversion tactics.
The strength of this channel for actions like recovering abandoned carts, one of the suggested tactics, is validated by CRM Report data: while the revenue recovery rate via email is 3.9%, when the approach includes WhatsApp, the rate more than doubles, reaching 7.28%.
The email strategy, according to the guidelines, should focus on relevance, creating thematic sections such as “New Collection News” and “Coordinated Looks”, using images and videos that convey the atmosphere of the new pieces.
The data and strategies presented by Flowbiz indicate that in an increasingly competitive fashion market, adapting communication to each new collection has become a crucial factor not only for engagement but also for the sales performance of e-commerce.
