Marketing Goes Deeper Than Promotions
At KULE these past two weeks I have been working with our new Director of Marketing in order to revamp our website. May sound simple, with a new aesthetic, new photos, different menu bar, but we have been using data to drive our decisions. I constantly am starting one project and finding more tasks within that project, so my to-do list audit of our website keeps growing. Our website isn’t “out of date” persay, but it is not using our assets to our advantage.
A big project I am tackling is finding inconsistencies on our website, something that is really important for a brand since consistency makes a brand recognizable to a consumer. With new products coming out each season, we need to be able to share the product with the customers to show that we hold the same quality standards as when they purchased from KULE last.
One way we are working on this through a new size guide. Since KULE often changes the colors of their basic styles each season, we want to clarify to customers which items will fit the same as last seasons as well as which styles have a new fit. I’ve learned that this is particularly important for a ecommerce brand since they do not have a brick and mortar store for potential customers to try the clothing on. The brand’s return rate has recently increased which led me to look into our order data to find out which items were being returned most. I was able to find a few select items that were high in returns, so we created new size guides for those in order to decrease our return rate.
In addition, we have many frequent customers who always buy the new colors from each season. These customers consistently know their size, so we are redesigning the “Add to Cart” feature to include a size option instead of having to click on the item details.
I’ve learned that KULE has a different target markets and we need to reach each of them differently. A promotion on how the shirt fits would be great to a new customer who has never purchased from the brand yet, but our returning customers would probably want to see the new collection. This is where segmentation of a brand’s target market and customer base becomes critical to marketing and positioning the brand.