Versace has been running its online website for all its customers throughout the world. The brand has rolled out its website from Europe , America , APAC also rest of the world covering almost 60 countries.
The brand says the move is in light of developing interest, and enables it to develop its compass, without opening new physical stores. Unlike competitor brands which have redistributed or given control of their website to white label providers, Versace says it will 'look after aggregate, coordinate control' of the website's structure ,promoting and marketing action to guarantee the online experience reflecting its in-store condition. The brand says the online store is intended to join the best in class innovation with Donatella Versace's personal overview of the components. The website also enables the customer to have an account “My versace” to personalize the shopping experience. The fashion house has taken up this strategy to improve the brand awareness and strengthen the communication with its clients . In 2016 target data a leading data driven marketing service provider collaborated with Versace to improve its marketing campaigns.
Quoting from Business Wire , “We are thrilled to work with this iconic brand,” said Ross Shelleman, CEO of Target Data, “We will help Versace reach their customers in a highly targeted and relevant way.” The methodology target data adopted was to analyse the previous purchase data of their customers and then apply advanced Analytics to the data to build models that identified their best audience. Target data geofenced Versace’s locations and competitor locations and also executed ads. It commissioned a real time scoring model to the Brands website to drive purchase rates. As presented by target data, the collaboration resulted in 35% increase in Store and online sales with 400% increment in Return on investment and a 3300 person increase in store foot traffic.
Vijayendra GV
Source:
1. https://www.marketingweek.com/2012/09/19/versace-takes-control-of-digital-customers/
2. https://targetdatacorp.com/wp-content/uploads/2017/10/TargetData_Versace.pdf
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