Seafolly head of marketing Victoria Taylor discusses the key marketing strategies the business is using to communicate with its customers, following the appointment of Lara Worthington as its new global ambassador.
Which channels are most effective for Seafolly to communicate with its customers?
Our eDM channel continues to perform well for the brand.
We have strategies in place to grow our database and we can see from the double digit growth in revenue from this channel that the content and frequency of communication is resonating well with our audience.
Please describe a recent successful loyalty campaign Seafolly has executed – what was it and how did it perform?
Our focus has been to continue rewarding existing customers while growing our loyalty database.
We have recently executed database acquisition strategies with great success including two large campaigns to win luxury getaways in Queensland and Byron Bay.
This resonated with our audience extremely well and we were able to thousands of new sign-ups with a low CPL.
Having established a strong database in Australia, moving forward we will be looking to engage and retain these members while growing our databases in the US and Singapore.
We are recruiting new talent to drive our loyalty program and optimise to create the best user experience for our customers around the world.
What initiatives has Seafolly implemented in its physical stores recently?
We are always looking to optimise our omnichannel inventory network and in February we formed a project team to launch Ship From Store and Floor To Door within six weeks.
We were passionate about prioritising these two initiatives amongst the many others because testing on our website indicated strong additional demand for Seafolly products.
Ship From Store seamlessly enables our online customers to have access to additional inventory by enabling orders to be fulfilled in stores as well as from the warehouse, while our Floor To Door capability enables an in-store customer to order an item and have it delivered directly to her home.
Working in cross-functional teams and successfully delivering these two initiatives in such a short timeframe was an achievement the team were really proud of, especially as we experienced a significant increase in sales as a result of this true omni channel service.
Victoria Taylor