[Menswear Company] Comprehensive Support for O2O Marketing
Background: What Needed to Be Achieved?
Our client has long run a menswear business, growing at a premium price point thanks to the high customer-experience value of their physical stores.
However, the instability triggered by the COVID-19 pandemic hurt their performance. They came to SOKAI to bring sales back to pre-pandemic levels.
SOKAI provided comprehensive marketing consulting to solve their challenges on both a short-term (3-year) and mid-to-long-term (3+ year) horizon.
Our Proposal to Accelerate the Business
Recovering performance meant first returning to pre-COVID levels in the short term while improving profitability through higher productivity.
That required recovering customer traffic among people in their 20s–40s — the core volume zone of the client’s business. On top of that, new-customer retention, in decline since its 2015 peak and accelerating downward through the pandemic, was another challenge to solve.
To craft the right strategy under these conditions, we first needed to understand the current state of the entire business, including the client’s e-commerce operations.
As a foothold, SOKAI conducted one-on-one depth interviews with eight loyal customers. By digging deep into customer opinions, we explored latent needs and wants while making the client’s strengths visible.
The Results
Through the eight key-customer interviews, we defined the client’s strength as the in-store customer experience. Building on that, we proposed a marketing strategy centered on O2O (Online to Offline) to first recover pre-COVID performance in the short term.
To promote mutual traffic between stores and e-commerce, we judged that driving store visits from the client’s app would be the key. In planning meetings that included the app developer, we set the core KPIs as store-visit promotion and repeat purchases — a strategy now being executed.
Under the banner of “Crossing the Sea to Create a New Era,” SOKAI Inc. supports the redefinition of business foundations on a global scale, powered by advanced technology.
If you want to solve your company’s challenges and drive drastic digital transformation, please contact us.