Retailers who adapt their fashion e-commerce marketing strategies for each collection convert up to 32% more than competitors with generic campaigns. The die is the main highlight of a new strategy guide released by theFlowbiz(old Mailbiz),CRM and automation specialist for online retail.
The survey indicates that, although launching a new collection is the moment with the greatest sales potential for a brand, many companies underutilize the opportunity by not adapting their communication and customer experience to this novelty, resulting in lower engagement and consequently, revenue.
The power of personalization and intelligent automation
To capitalize on the new trends, theFlowbiz Guidedetails a set of practical actions. The first recommendation is to personalize 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 lead to an increase of up to 50% in email open rates.
Another key strategy discussed in the guide is journey automation, such as thecreation of welcome flows for new subscribersThe impact of this action on revenue is direct, with Flowbiz specialists indicating that stores implementing these flows record an increase in sales of up to 143%.
Communication channels and the customer experience
The material for fashion e-commerce also emphasizes the importance of renewing the "virtual storefront" with each collection, by updating banners and creating interactions that engage the customer. 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 recovering abandoned carts, one of the suggested tactics, is validated by the CRM Report data: while the revenue recovery rate via email is 3.9%, when the approach includes WhatsApp,the index more than doubles, reaching 7.28%.
The email strategy, according to the guidelines, should focus on relevance, with the creation of 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 the e-commerce.
