Assignment
Levi Strauss has its own points of sale in Europe, but also continues to depend greatly on traditional retail. Everything from large stores to small boutiques, they all need stocking. Cross-selling always remains a challenge: we all know the classic ‘501’, but Levi’s and Dockers have much more to offer. Stores would reorder via InBound and the Call Centre, but those would simply note the order the old-fashioned way. For this reason, Levi’s asked us to extend their international sales portal and promote its visibility.
Approach
Since they already had a DB, we were able to set up a direct programme to spotlight the international sales portal. This was done low cost and with little impact on the internal (international) IT organisation. We used MailChimp to segment the DB into categories (which type of collection is sold) and profiles (who already has an account on the international sales portal, who purchases through it and who is not yet active). We then developed a contact plan and content plan based on the categories and profiles. Each profile had its own goals and KPIs. With up to four e-mails a month, it was quite an intensive programme.
Results
The adoption rate was important: the number of customers ordering online instead of by telephone. And it was record-breaking. In addition, we looked at repurchase and an extension of the range (cross-selling). Since the start of our programme, sales via the online platform ‘DOUBLE DIGIT’ have been increasing every month.
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