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Copyright © 2017
Briana Mitchell on behalf of francesca’s will be talking about its own products and/or services, which it makes available directly to
customers. The statements and opinions contained herein are those of Briana Mitchell and not of Oracle. Oracle has not verified any
statements or claims herein and assumes no responsibility for such statements or claims.
CAUTIONARY NOTE:
Copyright © 2017
Briana Mitchell | francesca’s Marketing Manager
Fast Fashion Meets Fast Marketing: Getting the Timing Just Right
#brontosummit
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OH HEY, TOMMY!
Timing is
everything!
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Fun(ish) Facts:
-Marketing Manager by day, Netflix binge-watcher by night
-Pug Enthusiast
-Claims to like yoga, but really just likes yoga pants
-Card carrying Costco Executive Member
-Still can’t color inside the lines
-Descendant of Pocahontas
-Gettin’ hitched in less than 25 days
HI, I’M BRI!
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670+ Boutiques + francescas.com
We’re a boutique that specializes in women’s clothing, jewelry, accessories,
shoes, home décor, gifts, and more.
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- 4-Year-Old Program
- Batch & Blast Strategy
- Entire list sent to every day
WHAT DID I WALK INTO?
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BRONTO SUMMIT 2016
- Take lots of (legible) notes
- Say “hi” to strangers
- Create a laundry list
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CREATING A LAUNDRY LIST
Team BrainstormDefine: Can, Need, &
WantAdd to Calendar
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TEAM BRAINSTORM
- Optimization opportunities
- Competitor activities
- State of current initiatives
- Areas to improve
- Industry developments
- New ideas
DISCUSSION POINTS
- Visibility from all angles
- Generation of new ideas
- Idea refinement
- Execution-level understanding
- Motivation
- Team relationships
PROMOTES
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DEFINING CAN, NEED, & WANT
CAN NEED
- Short timeline
- Easy execution
- Bottom line related
- Goal dependent
What we did:
Update Calendar
Geo-Location
Engagement
Segmentation
What we did:
Cart Abandonment
New Pop Up
Boutique Maps in Email
WANT
- Brand building
- Being on-trend
What we did:
Reengagement Series
Welcome Series
Birthday Series
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- Prioritize tasks
- Assign a due date & put it on the calendar
- Assign tasks to the right team members
- Follow up & touch base at key points
IT’S A DATE!
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GEO-LOCATION
- Segment for Tax Free & Back to School
- Market region- specific products
- Align with boutique promotional tests
DESCRIPTION
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- Identify what you consider to be:
Highly, Moderately, and Not Engaged
- Send like normal to Highest & pull back
on the other two segments
- Make a plan for when you want to
speak to the other two
- Best promotions & events are a great
time to target unengaged
ENGAGEMENT SEGMENTATION
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THERE ARE ITEMS WAITING FOR YOU
- Cart Recovery Reminder
- Contains MyBuys
Recommendations
- 2-touch series (original +
reminder)
DESCRIPTION RESULTS
- +170% Open Rate
- +79% Click Rate
- +203% Conversion Rate
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CART RECOVERY|TOUCH 1 & 2
SL 1: Did you forget something?
SL 2: Still Thinking It Over?
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POP UP! | BEFORE & AFTER
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POP UP!
- Revamped Pop-up
- Optimized for mobile, added an
incentive, and imagery
DESCRIPTION RESULTS
- Account for 15% of our entire list
since launching in July
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WHERE YOU ARE| BOUTIQUE MAP
- Shows the closest boutique
to you
- Added on strong boutique
days
- Added into non-purchaser
welcome series
DESCRIPTION
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GETTING REAQUAINTED
- 4-Touch Series
- Appealing Promotion
- Guide to self opt-out
- Wake up subscribers
DESCRIPTION
- +116% Click Rate
- +5% Conversion Rate
- Reduce sends
- Helps deliverability rating
RESULTS
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REENGAGEMENT SERIES TOUCH 1
SL: Bri, Let's Talk About
Us.
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REENGAGEMENT SERIES TOUCH 2 & 3
SL: Wait, Hear Me Out.SL: 30% Off —Just For
You!
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REENGAGEMENT SERIES TOUCH 4
SL: Are We Never Getting Back
Together?
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DID WE JUST BECOME BEST FRIENDS? | WELCOME SERIES
- 3-Touch Series
- Separate paths for purchasers &
non-purchasers
- Offers for non-purchasers
DESCRIPTION
- +168% OR (purchasers)
- +129% OR (non)
- +11.6% Click R. (purchasers)
- +78.8% Click R. (non)
- +58% Conversion R. (purchasers)
- +164% Conversion R. (non)
RESULTS
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WELCOME SERIES |PURCHASER & NON TOUCH 1
SL: Welcome to francesca’s!SL: Welcome to francesca’s (10% Off
Inside)!
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WELCOME SERIES | PURCHASER & NON TOUCH 2
SL: Wanna be Besties? SL: New Arrivals + Savings are Waiting!
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WELCOME SERIES |PURCHASE TOUCH 3
SL: It’s All New & Perfect for You! SL: Wanna be Besties?
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WE’RE GONNA PARTY LIKE IT’S YOUR BIRTHDAY
- Special birthday offer
- Promotes updating info
- 2-touch series (original +
reminder)
DESCRIPTION
- +285% Open Rate
- +88% Click Rate
- +115% Conversion Rate
RESULTS
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BIRTHDAY SERIES |TOUCH 1 & 2
SL 1: Happy Birthday, Bri!
SL 2: Psst…Don’t Forget Your B-day Savings!
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Thank You
Briana Mitchell
www.linkedin.com/in/brimitch/
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