THE MORET GROUP Beyond B2B: Learning to Sell Direct to Customers CASE STUDY For years, The Moret Group succeeded as a B2B clothing manufacturer and wholesaler with a stable of globally recognized brands they owned or licensed. But the company had no one-to- one relationship with its customers. It sold every product through retailers. As they watched online opportunities explode and brick-and-mortar stores lose business to online sales, they decided to venture into direct-to-consumer sales. “We acquired the Danskin license and its website and saw that there was a huge opportunity,” says Michael Harary, Ecommerce Marketing Manager. What started out as a basic online store and a simple emailing strategy has expanded into a sophisticated approach, with email now representing the number one channel for driving their B2C sales. The Moret Group uses Bronto to help market its 2(X)IST men’s intimates, Danskin activewear, Sprayground accessories and Ovadia & Sons men’s clothing. “Bronto has been our only email marketing platform,” Harary says. “It’s a flexible system that is always being updated. We can easily add additional brands as we bring them into our portfolio.” Quick Success With Cart Recovery Harary said it made sense to pursue a cart recovery strategy when he learned that upwards of 75% of carts are abandoned. “We thought we could pick up some low-hanging fruit. Turns out we got much more than that.” The 2(X)IST cart recovery emails have an open rate of 57%, click-through rate of 30% and conversion rate of 20%. “Within the first six months of using Cart Recovery, we recovered more than $50,000 in lost revenue. Anytime you get that kind of return, it is a validation of email as a revenue driver,” Harary says. More importantly, cart recovery played a key role in helping the company hit its most recent yearly revenue target. The company’s cart recovery launch for Danskin initially returned less robust results. So when Cyber Monday came along, Harary added the day’s promotion to the subject line. The goal was to remind users that not only did they forget items in their cart, but they were also 40% off that day. “The conversion rate jumped to 25%, and it stayed there, even aſter the offer ended. We’re getting a 10% conversion rate on the third email in the series,” Harary says. The series generated $30,000 in revenue in just four months. The best part of using the Cart Recovery App: “It took only a couple of weeks to set it up.” Understanding Underwear Fashionistas and Building Brand Loyalty Harary also uses a welcome series, the Pop-Up Manager app and segmentation to drive sales and understand his customers better. The welcome series, introducing the brands, returned a 15% conversion rate for 2(X)IST and an 8% conversion rate at Danskin. 1-888-276-6861 | bronto.com It’s a flexible system that is always being updated. We can easily add additional brands as we bring them into our portfolio.