Founded in 1968, CALVIN KLEIN is one of the best known designer names in the world, offering a modern, provocative design aesthetic.
As a premium brand with relatively high price point, their target audience sits differently from the general audience. Although there were decent click-through-rates and views on CALVIN KLEIN’s ZALORA shopping page, they wanted to do more to convert sales beyond visits and views
The ZALORA team extracted data points on customers who have shopped for CALVIN KLEIN on ZALORA to assess their profile and purchasing behavior. With insights pointing to the lack of right targeting to convert visitors to customers, ZALORA crafted a tailored campaign to reach male customers of certain attributes who were proven to possess high customer lifetime value.
To achieve an optimal brand performance for CALVIN KLEIN, third party paid marketing channels were used to target custom and lookalike audiences of the specific target segment. As the ads included call to actions that were directed at these highly targeted and relevant audience, higher traffic flow and sales on CALVIN KLEIN’s online shop were encouraged.
Onsite placements across all 3 channels: ZALORA desktop web, mobile web and app and social media were also used to enhance brand exposure and attract new customers in the same target segment while both newsletters and push notifications under CRM retargeted existing customers, making sure that CALVIN KLEIN were always on their top-of-mind, stimulating frequent purchases.
Improve the visibility and awareness of your product promotions and campaigns through strategic banner placements on ZALORA’s desktop, mobile and app platforms.
Promote traffic and sales conversion to your brands’ online store on ZALORA through third party platforms such as Facebook and Google. This allows your advertisements to extend reach beyond ZALORA’s platform, to target new customers or retarget existing customers.
A store-in-store page dedicated just for your brand, where brand stories are showcased through strategic placements of banners, categories & brand assets, customised according to your business’ needs.
Tap on the multiple touch points and channels of a customer journey, varying from email newsletters to push notifications. With ZALORA’s database and insights into your potential customers, retargeting with relevant ads to form longer-lasting customer relationships is now made easier and more efficient.
With CALVIN KLEIN running both paid marketing and onsite campaigns, along with newsletters and push notifications, the ZALORA team managed to improve CALVIN KLEIN’s attractiveness among the right target audience. These subsequently led to an increase in purchase frequency from existing customers and conversions from new customers.
Harmonising the best of both worlds with ZALORA standard package (Onsite, CRM and Social Media) and Paid Marketing Package to pump up sales.
Extending reach and establishing top of mind awareness through ZALORA standard package (Onsite, CRM and Social Media).