SME Marketing Guide:
Step by Step Guide to Growing Your Fashion and Apparel Business
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This is the story of how a Local Apparel and beauty brand went from having S$1,500 in daily sales to S$11,000 in daily sales.
Ask any Fashion or Beauty apparel store owner, and you will hear them repeatedly saying that their number 1 focus is “I want to Drive more of the Right Shoppers to my Store and Grow Sales”.
Setting up your store in the right location is only part of the equation. Growing a fashion or beauty business is extremely hard and does not happen automatically.
For a small business that has limited marketing dollars, it is more important than ever that your resources (that includes your time and your limited marketing dollars) go to the most actionable group of customers and on marketing strategies that can first help you see a positive ROI, which can be further reinvested into growth.
About the brand
This local apparel and beauty brand has ~4 stores in Singapore and Malaysia selling mass affluent clothing design, from athleisure clothing lines to comfort-centric footwear and organic skin care products.
Their Priority
For the brand owner, her focus was on driving prospective consumers to her store, to allow these customers to try on her upscale clothing line, footwear and skincare products in person.
She had an ecommerce website, but the cart abandonment rate and sales conversion rate was low as shoppers preferred to try the products in person
The Challenge
They had historically been dependent on organic footfall in the malls that they were located at. As a result of it, certain stores had significantly stronger performance than others.
In addition to that, they depended heavily on media events, KOLs (or influencers) and physical collaterals (Banners) to drive shoppers to visit the store.
The challenge was they were not able to track sales uplift from these efforts and there was no meaningful uplift in the store footfall and sales.
Her 4 Prong Strategy to Growing
Prong 1 – Creating a Downloadable Digital Voucher
WHY
Previously, the Store Owner would place physical banners highlighting their promotions in front of the store to capture female shoppers near them.
HOW
Instead of doing that, she took her promotion and converted the Promotion into a Downloadable Digital Voucher using SKALE.
RESULT
Built Up 1,600+ Customer Details with Name, Email, Mobile
Now, any Shopper could download her Digital Vouchers by Submitting their Name, Email and Mobile.
The best part is, she could build up a customer database, and an automated SMS and Email would be send to the Shoppers to trigger them to take action and visit the store.
Prong 2 – Geo-Fencing to Capture Most Relevant Customer Near Store
WHY
This way, she could ensure her marketing dollars were spent reaching shoppers who were most actionable and who were already around her store
HOW
She Pushed the Digital Vouchers as a PushAd on Facebook, Instagram and Display Ads.
She opted to use SKALE’s Geo-Fencing to reach the Female Shoppers, age 18 – 35 within 100m to 500m from her store
RESULT
Brand was able to build up a Store-level customer database for all 4 stores
Prong 3 – Tracking those who converted in-store
WHY
She needed an easy way to manage the voucher redemptions across all her stores, and easy method for her staff to remember and use
HOW
She was able to track the effectiveness of her Digital Vouchers through a unique set of 6-digit Pin Code that was generated for each store.
Each of the 4 outlets would have a unique set of pin code which allowed her to have Real-Time visibility on “Who were the shoppers who went to the store, which store and how much they spent in-store”
RESULT
Brand saw a 55% voucher redemption rate
Prong 4 – Re-engaging the Shoppers who matter
WHY
Previously, the Brand had no way of knowing who was interested in their promotion.
HOW
By using Digital Vouchers, the Brand knew who had downloaded the vouchers, and who had or had not used the Digital Vouchers instore.
What she did next was to then automate SKALE Personalized SMS-es to Shoppers who had downloaded voucher but had not used them in-store.
RESULT
From thereon, the Brand was able to further increase voucher redemption rates.
The Results
55%
Voucher Redemption Rate
2,200+
Voucher Downloads
Saw Daily Sales Increase from
S$1000+
to
S$11,000
3 Simple Reasons to try SKALE Today
Simple to use
Affordable, Pay Only When Shoppers Download
Proven to be Effective for Fashion, Apparel and Beauty Brands
How do other Small Businesses succeed with SKALE?
See our customer success stories here
Used by thousands of SMEs globally
Used by thousands of SMEs globally
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