Rag & Bone opens in Harrods, uses SME tech to boost e-sales
US label Rag & Bone has expanded its presence in the key London market as well as boosting its marketing reach using text message tech to get to customers and increase online sales.
The denim and RTW brand has opened a concession in Harrods on the newly revamped denim floor. It offers a mix of the label’s denim and women’d RTW with the brand’s menswear also available in Harrods on the second floor. The new concession features fixtures specially made by the brand in the US.
It comes as Rag & Bone has been boosting its omnichannel capabilities and has been able to increase online revenues while keeping customer acquisition costs down by partnering with behavioural marketing technology provider Wunderkind (formerly BounceX).
It improved its revenue-driving performance across email and text message via personalisation technology that helped it better understand and directly re-market to users. Using the tech firm’s Smart Sender feature, it could send personalised, triggered emails, based on the intent and behaviours shoppers displayed throughout their browsing journey.
Essentially, on-site behaviour triggered individual customers texts based on when those customers were most likely to buy. It meant the company was able to open up text as a standalone sales channel and those text messages now make up 9.8% of the label’s total digital revenue. Including email, it now sees over 20% of its total digital revenue driven from Wunderkind.
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