New channel exploration by Missguided

[robiulhasan]

The best opportunities change. As channels become saturated, eCommece stores need to seek out new channels to reach lower CPC costs.



One of the more complete omni-channel strategies I've seen came from Missguided. The challenge was how to drive awareness for their core demographic of under 25 year old female shoppers.

Up to this point, Instagram was the primary channel for Missguided. Their target demographic immersed themselves in the platform.

The team at Missguided looked for similar engagement cell phone list metrics and found a fantastic opportunity in the show Love Island.


What made the partnership interesting is the fact that the show already had an app where viewers were highly engaged. Missguided provided clothing on the show and viewers were able to but the items. During the partnership - sales popped 40%!

“Where we communicate will evolve because technology will evolve quicker than the people who use it.” - Kenyatte Nelson, Chief Customer Officer, Missguided




To maximize conversions, Missguided executed a number of tests. One success was limited time promotional codes that started at the show's air and ended that night at midnight.