Retailers who adapt their fashion e-commerce marketing strategies to each collection convert up to 32% more than competitors with generic campaigns. This data is the main highlight of a new strategy guide released by Flowbiz (formerly Mailbiz), a specialist in CRM and automation for online retail.
The survey points out that although launching 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, losing engagement and, consequently, revenue.
The power of personalization and intelligent automation
To capitalize on new trends, the Flowbiz guide details a set of practical actions. The first recommendation is personalizing communication through intelligent customer segmentation, targeting 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 covered in the guide is the automation of journeys, such as creating welcome flows for new subscribers. The impact of this action on revenue is direct, with Flowbiz experts indicating that stores implementing these flows see a sales increase of up to 143%.
Communication channels and customer experience
The material for fashion e-commerce also emphasizes the importance of refreshing the ‘virtual storefront’ with each collection, updating banners and creating interactions that engage customers. Additionally, the material recommends the strategic use of direct channels like WhatsApp for high-conversion tactics.
The strength of this channel for actions such as abandoned cart recovery, 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%.
According to the guidance, the email strategy should focus on relevance, with the creation of thematic sections like ‘New Collection Highlights’ 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 e-commerce sales performance.
