Our client is an apparel brand based in the United States. Their dedication to excellence has led to tremendous success in the US domestic market, where they have built a loyal customer base that values both functionality and innovation in outdoor apparel.
Our client sought to expand its international footprint, but the brand faced significant challenges in scaling its ecommerce operations. Key issues included:
Understanding the necessity of a robust solution, the brand sought ESW’s expertise to scale their cross-border presence effectively, streamline operations and enhance the overall customer journey.
To address the brand’s challenges and facilitate their international growth, we delivered a suite of tailored solutions:
Comprehensive Ecommerce Solutions:
ESW enhanced the checkout experience for international shoppers by providing an integrated approach encompassing global shipping capabilities, flexible payment options, and localised customer experiences.
This included enabling our client to offer a variety of express payment methods and currency options, accommodating over 140 currencies and a variety of express payment options, including more than 95 localised methods such as Apple Pay, Google Pay, Amazon Pay and buy now, pay later options like Klarna and Afterpay, all in local currencies.
Marketing and UX Services:
ESW’s Marketing Services Team has been integral in driving international growth for our client. By managing key regions, including Germany, Austria, France, Norway, Spa and Switzerland, ESW ensured seamless campaign execution that maximised brand visibility and engagement.
Through a strategic partnership with ESW, the client leveraged a robust marketing budget, allowing ESW to take the lead in driving their global reach. This partnership has been key to achieving standout results in a competitive market.
Managed campaigns included a comprehensive mix of awareness, engagement, and conversion strategies across Google, META, and Criteo:
Additionally, ESW incorporated A/B testing for checkout features like “Free Shipping Trackers” and “Checkout Abandonment Features,” improving the user experience and conversion rates. Continuous promo, messaging, and asset testing were also integral to optimising campaign performance.
The consistency of these campaigns – driving audience growth, nurturing engagement and pushing for conversions – was a key factor in the client’s rapid growth, especially during critical periods such as the hunting season and the holiday shopping period (September to December) in Canada. This ongoing strategy has been pivotal in scaling the brand’s success.
Customisation and Innovation:
ESW collaborated with the client to implement strategies that drove engagement and conversions. Analysis revealed that the absence of free shipping made the client an outlier compared to competitors, leading to the introduction of free shipping thresholds in key markets to model potential uplift scenarios. Additionally, sign-up campaigns for the Canadian market were recommended to bring parity with the US market, where a significant portion of Canadian customers were purchasing due to better promotional offers. The shift from US-centric promotions to region-specific events, such as Click Frenzy in Australia and Boxing Day in the UK, was also advised, and the client has agreed to implement these changes.
Dedicated Market Insights:
ESW provided the client with ongoing insights and strategic guidance through weekly and monthly reports focused on critical KPIs. These included analysis on Estimated Delivery Dates (EDDs), free shipping, returns, customer experience (CX) insights, discount analysis and funnel performance. Each report included actionable recommendations to optimise performance and drive improvements across key areas, helping the client refine their strategy and adapt to market dynamics.
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