New Approach for a Luxury Lingerie Brand After Ownership Change

Return on Investment: 20x

Provided guidance on:

• Marketing strategy
• SEO
• Email marketing
• Social media
• Customer service

The Details:

After a change in ownership and direction, a luxury lingerie brand approached me to help with their marketing in 2023. After ten years of successfully selling handmade lingerie through retailers and an online shop, the new Managing Director decided to pursue a Direct-To-Consumer (D2C) model and move from WooCommerce to Shopify.

Despite being an award-winning company, they needed a marketing strategy. I analyzed the market, the brand’s positioning, and previous marketing efforts. Using this research, together, we built a comprehensive marketing strategy, complete with customized goals and KPIs.

I quickly realized they were also missing a customer service plan, which was having a detrimental effect on their other marketing efforts. Improving the user experience involved setting a KPI for response time and optimizing their Gorgias customer service platform. 

With a more robust customer service plan in place, I turned our attention to building a better marketing system. I doubled their website traffic within 90 days by rolling out a solid SEO strategy.

Also, I advised on Conversion Rate Optimization (CRO), including wireframing several new ideas for product pages that would convert far better than the existing ones.

In addition to improving their SEO, I created several email campaigns, including one for new sign-ups, cart abandonment, and post-purchase. Together, we created an email marketing plan that allows them to build targeted weekly campaigns to drive more sales. So far, it’s driven over $5,000 of sales.

Also, I advised on social media strategy, including reputation management and customer support. The result is a more positive sentiment around the brand that, in time, will increase revenue.

Results:

By following my plan, this luxury lingerie brand has easily 20x their investment. They now have a solid marketing plan, know what to work on, and how to track their progress to ensure they reach their goals.

I knew without a new customer service strategy in place that doing any other marketing would create unsatisfied customers. They now have one that can scale with them and makes any marketing they do more effective.

Within the first 90 days, I doubled their SEO traffic and drove thousands in new revenue from email marketing. They now have solid plans for both of these marketing channels, which will allow them to keep growing sales.