Tailor Digital is an online marketing agency for fashion organizations. They help fashion organizations determine the right strategy and ensure optimal use of all online marketing channels. As a fashion market specialist, they are always working to delve into the lightning-fast developments. This is all about putting the customer first and an optimal omni-channel approach.
How do you determine your course in online marketing? Where do you place the focus, which investments are worthwhile and which objectives do we target? In a strategic session we determine which online strategy suits the growth phase of the company.
The strategy is determined on the basis of the online fashion benchmark. The order data and the use of online resources were analyzed for twenty fashion parties. An average “score” has been developed from this analysis, and the game is compared to this “score” at each session.
The session consists of 4 pillars:
- Customer – we divide your customer base according to RFM, for example which percentage of your customers buy only once (one-time buyer)
- Data & Architecture –
- People and Knowledge
Measuring based on 4 pillars
First, we look at who the customer is via the transaction data. The customers are classified on the basis of RFM (recency, frequency and monetary value) and then divided into different customer profiles. After all, you know which percentage of your customers buy only once (one-time buyer) or risk losing weight (red flags)
The second pillar, data and architecture, means that it is checked whether you have all the tools in house to achieve your goals. And whether you use your architecture optimally, the correct automations are set and the results are good. In the final advice not only the customer and data play a role, but also the concept, team and budget of your organization. The last two pillars therefore look at what suits your organization and whether it is feasible.
The data retrieved in the baseline measurement can be used for the Tailor Digital strategic session. In determining the optimal strategy for your organization, things such as the type of fashion customer, offer, target group, proposition and budget are therefore taken into account. All this is used to draw up a plan for the coming year together in the strategy session. This results in a roadmap with all kinds of different actions and possible follow-up sessions. The ultimate goal is to determine with which channels, at what time, the right target group can be reached.
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