Officially launched in 1979, SHEIKE has evolved in to one of Australia’s most iconic women’s fashion brands. As part of an expansion plan, the brand launched its ecommerce presence in 2006. Meanwhile, their physical stores have grown to 42 nationally. With a dedicated online presence and an ever-evolving range, where every style tells a story, SHEIKE aims to create a style statement every day.
With the expansion of its customer database, SHEIKE needed to provide highly personalized and optimized campaigns to target customers with relevant content through the right channels. In order to meet this objective, the company decided to partner with a marketing automation solutions provider to integrate their automated marketing programs.
SHEIKE partnered with dotdigital in October 2017 as its marketing automation solutions provider. According to Natasha Steenkamp, Head of Online at SHEIKE, “With dotdigital automated programs, we’ve been able to better understand the shopping behavior of our customers. This has enabled us to segment our customers and helped us approach them with tailored campaigns catering to their personal interests. The email marketing campaigns, such as the sign-up, welcome series, and abandoned cart programs have all performed exceptionally.”
In addition to the cart recovery program, the company invested its creative thinking into abandoned browse campaigns. This is slightly different from the abandoned cart series, and targets customers who browsed particular products but never returned. SHEIKE then sends an email alert to those customers, which includes the browsed products, tempting them to make a purchase. As a result, they’re also able to analyze and segment customers on the basis of their location and most preferred channel to shop.
Using dotdigital, SHEIKE has not only been able to optimize emails for mobile, but also successfully segment its 200,000+ customer database through engagement analytics. Plus, the brand has integrated dynamic target programs that send out alerts to VIP customers, inviting them to upcoming exclusive SHEIKE events.
“The dotdigital platform is simple and easy to integrate. Over the last financial year, we’ve witnessed a revenue growth of 37%, with 16% attributed just from the automated campaigns over the last six months. Our online site has also seen traffic increase by 29%, which is a milestone on its own”, said Natasha.
SHEIKE will continue its automation journey to help the brand stay relevant to its customers. The company is also looking at new channels to engage with customers – most importantly the social re-targeting functionality, which is part of dotdigital Engagement Cloud.