Guest post from Roland Gavrylov, Managing Director & Co-Owner of Ronis, our Magento specialist Development partners and Director of machine-learning product recommendation tool Recommend. Visit recommend.pro to find out more.
How to boost sales & delight shoppers during London Fashion Week
It’s that time of year again! With S/S18’s fashion weeks kicking off today in New York, then London, Milan and Paris, the fashion pack are primed and ready to go, and so are your shoppers.
As your customers get ready to ‘shop the trend’ and crawl Instagram for the latest style inspiration, how does the savvy retailer get a piece of the action?
Here are seven tips to quickly increase your sales and put a smile on your customers’ faces this September:
(1) Show them how to get the Catwalk trends for less
‘Shop the Trend’ or ‘Get the Look’ features are key this September as eagle-eyed shoppers look to recreate the catwalk styles for high street budgets. So how do you do maximise this?
Firstly, you have to do your research. Check out what is trending at the biggest shows. Luckily, you don’t have to be there on the front row. Fashion press, bloggers, and influencers will be posting daily, so you’ll have plenty of content to inspire you.
Then match the trends to your existing inventory and showcase this to your shoppers.
There are many ways to do this, so get creative:
- Add curated fashion week collections or banners to your home page
- Place recommended items to key parts of your shopper’s journey
- Send catwalk inspired emails
- Post some stunning photos to your social channels.
The more personal the better to boost conversions. Which brings us on to the next tip!
(2) Get to know your shoppers with smart segmentation
Where do your customers live? Quickly segment your shoppers into lists by location to showcase personalised content specifically to New York fashionistas or chic Parisians.
Have your customers already bought or browsed items that would work perfectly with one of your looks? Let them know! Add recommended items to their transactional emails, or create pop up banners just for the next time they visit your site.
This is quick and easy to do with your personalisation platform or CRM tool, and is a sure-fire way to increase sales and engagement.
(3) Reward loyalty with Fashion Week focused promotions
Reward and incentivise your most loyal customers with fashion week discounts especially for them.
Want to win back old customers? – Send an email marketing campaign to them with a discount available only during London Fashion Week.
Want to boost sales of certain items? – Bundle them into a ‘fashion week’ look, and offer discounts to anyone who shops the trend.
With smart segmentation, you can easily transform your customer insights into increased revenue this season.
(4) Get social: the power of #LFW
This may seem like an obvious one. But the hashtag #LFW was used on a whopping 1,952,117 Instagram posts during February 2017’s London Fashion Week.
So what are you waiting for?
- Get snap happy and start posting images of your best catwalk inspired looks.
- Showcase your brand personality by posting popular runway images alongside funny, quirky captions or comments
- Get your audience involved by asking them to contribute photos of their own LFW style.
Not built an Instagram channel or presence yet? Well…this is your perfect opportunity to start.
(5) Brand story telling opportunities
What is your brand story? Why should shoppers flock to you for the latest fashion trends? What makes you unique?
London Fashion Week is the perfect opportunity to build your brand’s influence and showcase your true fashion credentials.
Whether you already have a strong content strategy and blog, or it’s getting started, this month is the prime time to get your voice heard and your brand in front of customers.
Place your curated fashion week looks into blog posts. Write your own reviews of the trends, styles and fails. Add personality, humour, and importantly- insider knowledge that showcases your brand credentials and experience.
Then ensure you get this content in front of the right people. Optimise your website to ensure that this content is shown in the right place. Share the content in personalised emails, and post to your social profiles.
(6) Build on your brand advocates and influencers
Your shoppers are your best resource. They are already on the fashion front line, and their own personal reviews, curated looks from your store and content can be your secret weapon.
Transform existing customers into your best brand advocates by asking them to be guest contributors to your website, blog and social.
- Add their style picks to your homepage as ‘featured looks,
- Post their reviews to your blog or share their photos on your social
With easy website optimisation and personalisation tools, this is a quick and creative way to boost traffic and conversions this month.
Not only does this help reward your existing customers, it also engages new audiences and helps build your brand if you have little time to create new content in-house.
(7) Create a mobile-first shopping experience
Your customers expect seamless shopping experiences, on demand, wherever they are. This growing demand for immediacy has driven the top fashion week brands such as Burberry and Ralph Lauren to reinvent the whole runway process during fashion week.
The launch of their new ‘see now, buy now’ model in September 2016 saw these designers take their fashion week looks straight from ‘runway to retail,’ with collections being instantly shoppable. This trend is expected to grow during this upcoming fashion month.
So make sure that your retail site, and all of the campaigns above, are mobile-ready and primed to delight and convert customers this September.
Want help personalising your site in time for London Fashion Week?
It’s not too late! Trial Recommend’s leading personalisation platform today, or email us at firstname.lastname@example.org
Enjoy London Fashion Week!!