Dutch fashion retailer Shoeby owes its growing success to a trendy, value-for-money collection that is constantly changing to ensure it stays up-to-date. It’s a strategy that demands pro-active, personalized communication to keep consumers engaged, so m-wise developed a Best Buy Next campaign to sharpen the focus of Shoeby’s campaigns.
By comparing a client’s purchasing history with that of other clients exhibiting similar behavior, the tool identifies a unique set of products for each client that are particularly topical and relevant to them. Shoeby then sends the client their bespoke product set via a specially-developed customizable email template.
And because the email’s product selection avoids categories (e.g. children’s clothes or swimwear) they never purchase from Shoeby, the consumer feels (quite rightly) that Shoeby understands them better than other retailers.
The Best Buy Next campaign can be used in different categories. So the selection offered to a consumer can target different sales priorities, by for example highlighting the new autumn collection or giving a neglected product range a boost.