PrettyLittleThing.com is an online fast fashion retailer aimed at 16-24 year old women, the brand prides itself in its ability to provide on-trend fashion at affordable prices offering the latest trend-led style to fashion forward females.
We had a chat with Nicki, Marketing Manager from PrettyLittleThing.com, she explained how they use SMS in order to drive traffic to their website and increase their revenues.
The Objective
- To drive traffic to website
- To increase purchases
The Plan
Nicki explained that she was looking for a way to drive traffic to their website and to increase sales. After analysing their data, Nicki found that over 80% of their previous email communications were being viewed on mobile devices and with their targeted demographic being 16-24 year olds (who are always on their phones!) she thought that SMS would allow them to target their customers.
“SMS [has] allowed us to target customers through their mobile phones which our demographic are actively using throughout the day.” Nicki says.
They were concerned that they would not be able to monitor results effectively due to customers viewing the SMS message then converting on other devices however UTM tracking and using unique SMS codes has allowed them to track results effectively.
They were looking for a way to contact their customer-base in a fast and effective way that was easy to use and that provided an analysis of their results, Nicki was pleased to report that they found no challenges and they have been very pleased with how fast and easy SMS is proving to be in terms of converting promotional SMS into purchases.
The Messages
They regularly send out personalised messages to their customer-base pushing out key promotions they are running on their website with the aim of driving traffic back to the site and increasing conversions.
The Result
With a click through rate above industry standard, Nicki says that PrettyLittleThing.com has seen a healthy uplift in incremental revenue driven from SMS promotions since they started using FireText.