Strategic partnership enables leading Central & Eastern Europe online fashion retailer to achieve growth through its key marketing channel with Playable’s video marketing service and Emarsys AI powered marketing solution
London, UK; Bucharest, Romania; Melbourne, Australia: 25 June, 2019: Leading online fashion retailer Fashion Days credits Emarsys AI marketing and data driven video marketing specialist, Playable for driving response, improving engagement and increasing sales of its 1M image conscious customer base.
Today, Fashion Days has achieved its core objective of improving personalisation and introducing more animation better suited for brand-led fashion content, all within three months of implementation, to deliver an unprecedented 19% CTR from assets like its newsletter alone.
Another objective was to improve SEO and place higher in website rankings. Following the addition of video features together with improved precision and relevance, Fashion Days has been able to broker new partnerships resulting in their email campaigns placing the channel in the top 5 among all traffic sources.
Before bringing Playable and Emarsys into the mix, Fashion Days was only able to send generic messages by email. Its creative assets comprised a few modest GIFs and the idea of being able to send video content in its newsletter, one of its most important marketing channels was inconceivable.
Raluca Pirjol, Digital Marketing Specialist at Fashion Days said: “The biggest challenge in online fashion retail is that the user cannot touch or see the articles, which is a big disadvantage in sales and having this video content option brings the customer one step closer to the physical reality of how a product feels and fits. Playable has unlocked the potential for true visually led content marketing.”
The retailer wanted to be able to produce more vibrant and branded fashion style marketing content – personalised and automated to deliver significant shifts in response, audience engagement and conversion at scale. With Playable, Fashion Days can now embed high quality autoplay video into its email and digital campaigns, and automatically serve them on the Emarsys platform tailored to each individual contact based on geo-location and browsing interest.
Ms Pirjol continues: “The Emarsys platform enables us to provide 1:1 personalisation at scale, to tailor content in a way that resonates on an individual level with our customers, but it also provides us with actionable insights to guide future campaigns. Thanks to our tech partners we are able to deliver all this content in the best possible way to our customers.”
Bob Hitching, CEO at Playable says: “Which is more likely to grab your attention as a reader – a long, text-heavy post or a video? It’s widely accepted that today, video is among the best performing digital content types, on pretty much every social and digital platform. Video drives more consumer response, guides purchase behaviour, and can more effectively stop your audience from scrolling on by. We’re delighted to have helped Fashion Days achieve business objectives and look forward to doing this for more customers with Emarsys.”
Adi Topaz, Head of Technology Partnerships at Emarsys, concludes: “Whatever the message is and however you decide to deliver it through marketing, it’s paramount that you treat your customers as individuals. Sending valued customers messages, they actually care about means they’ll be more likely to remain customers. With these solutions Fashion Days has moved closer to its goal of omnichannel excellence. I’m delighted to have been part of the success journey with Playable and look forward to helping other customers do the same.”
About Fashion Days
Fashion Days is a leading fashion retailer that offers unlimited fashion experience to over 1,000,000 customers in Romania, Bulgaria, and Hungary, offering a wide selection of clothing, footwear, and accessories for women, men, and children from top international brands such Nike, Puma, Guess, Ted Baker, Furla and more. The company offers value-added services such as flexible delivery – in over 600 Post Offices, eMAG showrooms and 24/7 lockers – free return, check on delivery. Customers also enjoy quick product purchase through the mobile application and the possibility of introducing the desired items in the FAVORITE section. They can safely, easily and quickly pay through the Pay by Click option, which allows saving data card so that the order payment can be instantly paid.
Playable is an easy-to-use platform that optimizes your video content to drive the maximum audience engagement and response from your Video Marketing Campaigns. Founded in 2016, Playable is headquartered in San Francisco with offices in New York, Sydney and Melbourne