Fashion e-commerce can increase conversion at 32% with seasonal strategies, Flowbiz survey finds

Merchants 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 launched by Flowbiz (formerly Mailbiz), CRM and automation specialist for online retail.

The survey points out that, although the launch of a new collection is a brand's moment of greatest sales potential, many companies underutilize the opportunity by failing to adapt 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 It details a set of practical actions. The first recommendation is the personalization 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 fundamental strategy addressed in the guide is journey automation, such as creation of welcome flows for new subscribersThe impact of this action on revenue is direct, with Flowbiz specialists indicating that stores implementing these flows record a sales increase 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 new collection, by updating banners and creating engaging interactions for customers. Furthermore, the material recommends the strategic use of direct channels such as 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 data from the CRM Report: while the revenue recovery rate via email is 3%, when the approach includes WhatsApp, the index more than doubles, reaching 7.28%.

The email strategy, according to guidelines, should focus on relevance, with the creation of thematic sections such as "New Collection Arrivals" and "Styled 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.