A case study
A few years ago, in the race to keep customers engaged both online and in-store, Country Road noticed a pattern between those customers who were engaging on social media, browsing online and buying in-store - and began distributing its content differently to cater to that funnel.
In a bid to maximise gift sales in the lead up to Christmas, the brand created a Facebook campaign with visual and mobile-driven ads, specifically to complement and amplify its existing in-store and online messaging.
The result of this additional social media advertising spend was threefold: first, for every one dollar spent on Facebook ads, Country Road generated $18.20 in revenue, $15.40 of which was attributed directly to bricks and mortar stores.
Secondly, this proved the value of a well-thought-out distribution strategy. Country Road knew it wanted to increase sales of a particular set of products to its existing customer base. They also knew that group was most actively engaged on Facebook, which would enable them to maximise their spend.
Thirdly this activity paved the way for an ongoing series of successful campaigns, each of which has generated increasing amounts of revenue - and brand advocates. Today, Country Road boasts engaged Facebook and Instagram communities of 15 million and nine million respectively.
Shared channels like Facebook are fast becoming places of brand discovery, explained Facebook’s head of retail, Kate Box. “We know through a Deloitte study that 58% of women’s apparel decisions now have a digital touchpoint,” she told AdNews.
Image credit: @countryroad Instagram