SME Marketing Guide:

Step by Step Guide to Growing Your Fashion and Apparel Business

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This is the story of how a Local Apparel and beauty brand went from having S$1,500 in daily sales to S$11,000 in daily sales.

 

Ask any Fashion or Beauty apparel store owner, and you will hear them repeatedly saying that their number 1 focus is “I want to Drive more of the Right Shoppers to my Store and Grow Sales”.

 

Setting up your store in the right location is only part of the equation. Growing a fashion or beauty business is extremely hard and does not happen automatically.

 

For a small business that has limited marketing dollars, it is more important than ever that your resources (that includes your time and your limited marketing dollars) go to the most actionable group of customers and on marketing strategies that can first help you see a positive ROI, which can be further reinvested into growth.

 

About the brand

This local apparel and beauty brand has ~4 stores in Singapore and Malaysia selling mass affluent clothing design, from athleisure clothing lines to comfort-centric footwear and organic skin care products.

Their Priority

For the brand owner, her focus was on driving prospective consumers to her store, to allow these customers to try on her upscale clothing line, footwear and skincare products in person.

 

She had an ecommerce website, but the cart abandonment rate and sales conversion rate was low as shoppers preferred to try the products in person

The Challenge

They had historically been dependent on organic footfall in the malls that they were located at. As a result of it, certain stores had significantly stronger performance than others.

 

In addition to that, they depended heavily on media events, KOLs (or influencers) and physical collaterals (Banners) to drive shoppers to visit the store.

 

The challenge was they were not able to track sales uplift from these efforts and there was no meaningful uplift in the store footfall and sales.

Her 4 Prong Strategy to Growing

Prong 1 – Creating a Downloadable Digital Voucher

WHY

Previously, the Store Owner would place physical banners highlighting their promotions in front of the store to capture female shoppers near them.

HOW

Instead of doing that, she took her promotion and converted the Promotion into a Downloadable Digital Voucher using SKALE.

RESULT

 

Built Up 1,600+ Customer Details with Name, Email, Mobile

Now, any Shopper could download her Digital Vouchers by Submitting their Name, Email and Mobile.

 

The best part is, she could build up a customer database, and an automated SMS and Email would be send to the Shoppers to trigger them to take action and visit the store.

Prong 2 – Geo-Fencing to Capture Most Relevant Customer Near Store

WHY

This way, she could ensure her marketing dollars were spent reaching shoppers who were most actionable and who were already around her store

HOW

She Pushed the Digital Vouchers as a PushAd on Facebook, Instagram and Display Ads.

She opted to use SKALE’s Geo-Fencing to reach the Female Shoppers, age 18 – 35 within 100m to 500m from her store

RESULT

 

Brand was able to build up a Store-level customer database for all 4 stores

Prong 3 – Tracking those who converted in-store

WHY

She needed an easy way to manage the voucher redemptions across all her stores, and easy method for her staff to remember and use

HOW

She was able to track the effectiveness of her Digital Vouchers through a unique set of 6-digit Pin Code that was generated for each store. 

Each of the 4 outlets would have a unique set of pin code which allowed her to have Real-Time visibility on “Who were the shoppers who went to the store, which store and how much they spent in-store”

RESULT

Brand saw a 55% voucher redemption rate

Prong 4 – Re-engaging the Shoppers who matter

WHY

Previously, the Brand had no way of knowing who was interested in their promotion.

HOW

By using Digital Vouchers, the Brand knew who had downloaded the vouchers, and who had or had not used the Digital Vouchers instore.

What she did next was to then automate SKALE Personalized SMS-es to Shoppers who had downloaded voucher but had not used them in-store.

RESULT

From thereon, the Brand was able to further increase voucher redemption rates.

The Results

55%

Voucher Redemption Rate

2,200+

Voucher Downloads

Saw Daily Sales Increase from

S$1000+
to
S$11,000

3 Simple Reasons to try SKALE Today

Simple to use

Affordable, Pay Only When Shoppers Download

Proven to be Effective for Fashion, Apparel and Beauty Brands

How do other Small Businesses succeed with SKALE?

See our customer success stories here

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Used by thousands of SMEs globally

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