Flannel apparel company sees $2M in incremental sales in 60 days

When a popular flannel apparel company approached us, each of their products were being sold separately through exclusive release, limited drops, several times per week.

Promotional emails we're driving the vast majority of their revenue. As we started digging in to their strategy we realized that they didn't have any of the compounding interest from email automation flows to deliver additional positive results. Their cart abandonment emails were firing 24 hours after a buyer abandoned their cart, but their product was selling out about eight hours after it launched, so there was no reason to send the card abandonment email 24 hours later. We switched that to 8 minutes after abandonment, and followed it with a direct mailer piece that was mailed the next day to their home to notify them of the next product drop and tell them how fast the products are typically selling out.

We also added three to four additional follow-up emails all within the first 24 hours, with different messages depending on whether the product they were looking at sold out, and encouraging them to be ready for the next drop.

Simultaneously, we recognized that their welcome series flow was not educating people on the way in which they released products. When this brand released a specific design or colorway, it was typically there for one day and then gone forever, so they had a lot of frustrated customers coming back to them begging for more drops. We reworked the welcome series and the cart abandonment email creative (including short-form video) and revised the deployment strategy.

In the first 60 days of working with this client, we drove an incremental $2 million in sales.

Shortly thereafter, we also took over management of their showroom, which was in an industrial part of their town. There was nothing there. However, in one year we drove a 40% increase in showroom sales by redesigning the customer experience, the in-store merchandising, and their inventory management system.

That showroom has now proven to be a model worthy of scaling, so we're in the process of taking that to events with the client using a pop-up store concept. In 2023, pop-up events have added significant additional profit. We're even launching a pop-up store at the world-famous motorcycle rally in Sturgis, South Dakota, which we expect to generate a million dollars in revenue in 10 days.

We're having a blast helping this brand scale across several marketing channels!

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