Standing out from the competition by offering outstanding user experience
As a player in a market as competitive as fashion, Videdressing has always worked hard to stay trendy, particularly with strong competitors in the European market such as Vestiaire Collective and Vinted.
With a large product catalog, affordable prices, and a community of over 1.5 million users worldwide, the company has focused on establishing privileged relationships with their customers and offering an outstanding user experience to both sellers and buyers on the platform.
CRM Manager Guillaume Serr explains how Brevo has allowed his team to include emotional elements in a fully online customer journey. With the use of marketing automation, personalization, and data collection, this approach drives both engagement and loyalty by reassuring users every step of the way.
Unlocking the power of automation to drive conversion and support users
Since 2017, the company has devised a strong strategy for their digital marketing efforts, shifting from a small start-up focused mostly on the fashion aspect of the business to a complete digital retail offer. With this in mind, the company directors have since been searching for innovative tools to help them personalize users’ shopping experience.
Alongside maintaining the catalog’s affordability, depth and breadth, Guillaume’s team has recently been focusing on finding ways to improve the check-out process with the aim of reassuring buyers and sellers through secure transactions and, ultimately, increasing loyalty. For this part of the strategy, the team knew that automation was the tool they needed to drive conversions and support users along the customer journey.
The company also decided to include email as a key part of their marketing strategy, acknowledging the importance of the channel for ecommerce retailers. “Email is a relatively quick and easy part of our strategy. With email communications, we have two main objectives: to present the product and news to the users but also to support our customers on their purchasing experience,” explains Guillaume.
Appealing to clients' emotions with personalization
As an online fashion company, the Videdressing team is very much aware that shopping experiences need to include emotional elements. To achieve this, the company has taken advantage of the personalization features on the Brevo platform so they can customize their communications. “We really focus on personalizing our communications with the tool. There are a lot of personalization elements present in our campaigns, particularly in the subject lines as well as in the content of our emails thanks to the conditional display feature,” highlights Guillaume.
To achieve this level of personalization and customization, the CRM Manager explains that the ability to collect user’s information, such as their favorite brand, their size, and preferred fit, is essential. With these criteria, they can customize their messaging whether in an email, push notification, or on the website.
For Guillaume, automating their communications with Brevo has also been an important aspect of offering a full experience to users. The CRM manager explains that “after registering on our website, users are immediately added to a welcome sequence where we have various automation scenarios set up to connect with them from the beginning when they are still leads, to the point when they make purchases or sales on the platform.”
Besides email automation, Videdressing has also taken advantage of the live chat feature offered by Brevo to take their customer relationships to the next level. “Live Chat is a great addition to all the email campaigns we have since it allows us to reassure buyers or sellers when they visit the site. Additionally, it is a great internal tool as we can get direct feedback and a fairly large number of verbatims that allow us to constantly improve our product based on these comments,” adds the CRM Manager.
Community engagement thanks to efficient email marketing
Out of 1.5 million subscribers in total, around half a million have become regular readers of Videdressing’s monthly newsletter. Guillaume indicates the users are normally very reactive to the communications; “It’s very clear that our users expect this newsletter to land in the inbox regularly. And having an average open rate of 30% is a great positive indicator of this user behavior.“
After adopting the platform and adding personalized elements to each customer interaction, Guillaume says the team has seen an increase in their campaign performance indicators. “When we personalize with the first name, for example, it drives really good results. Overall when the subject line of our newsletter is personalized, the opening rate increases by 20%, and when we also include customization elements in the body of the email the click rate increases by 15%.”
Additionally, with more than 50 automation scenarios constantly running, the team has seen outstanding results with Brevo, particularly for driving conversions and building loyalty. “One example is when the first purchasing experience has not been successful. In this case, an automation scenario is triggered to reassure this future buyer. Also, since we collect information related to previous purchases and order history, this allows us, for example, to remind users of the profit they have made on their sales. We have seen this has a very strong impact on engagement,” concludes Guillaume.
Founded in 2009 by Meryl Job and Renaud Guillerm, Videdressing is a true pioneer in fashion tech, leading the luxury and second-hand fashion marketplace in France. With over 1 million members and an online catalog of 950,000 products, Videdressing has redefined the world of fashion buying and reselling. The company has a presence in France, Germany, Italy, and in English-speaking countries, with buyers and sellers coming from over 100 countries. Self-identifying as a community of fashion enthusiasts, the company intends to revolutionize the way we consume and live fashion. Users can launch their own online store, sell and find pieces at competitive prices, follow other users' styles, and like their articles.
- Industry: Retail / Fashion
- Company Size: 25 employees
- Location: Paris, France
- Website: videdressing.com
- Plan: Premium
Guillaume Serr, CRM Manager at Videdressing
“When the subject line of our newsletter is personalized, the opening rate increases by 20%, and when we also include customization elements in the body of the email the click rate increases by 15%.”