International E-commerce Manager discusses their approach to
holiday online marketing
With Christmas just one week away, Direct Agents spoke with Lara, International Group E-commerce Manager, And Other Brands, to reflect on the leading retailer’s goals this holiday season.
Direct Agents: And Other Brands is a multi-brand online store that offers three iconic British brands- Warehouse, Coast and Oasis all on one site. What new digital advertising mediums have you used this year to promote the site? Which ones have you seen the most success from?
Lara: To be honest, this year we have stuck to the traditional online marketing methods while we tested the waters launching in the US. We have done Display, PPC and online partnerships, and have just started a social media campaign through Facebook. This has previously been run via the UK social media teams for each brand with geo-targeting to AOB countries. Some of the biggest traffic drivers for us on an individual brand level have been social media based (Pinterest and Polyvore).
Direct Agents: When developing And Other Brands’ holiday marketing strategy, what was the main message that you wanted to convey to shoppers this holiday?
Lara: We wanted to offer customers an exclusive shopping experience with three iconic British brands in one destination. There is no other place to access the full collections, exclusive sales, and the best of British fashion direct from London to add something extra to your holiday style or gifts that no one else will have.
Direct Agents: And Other Brands originated in the UK, is there a difference in how you market to the US consumer versus the British consumer?
Lara: It has been a process of education with our US market, as we are very new to the US our customers are still discovering us and finding which of the brands aligns with their style and how they aspire to dress. We are very conscious of American traditions and holidays, and are mindful of the typical dips and troughs of the American shopping behavior, and look to those dates when establishing our schedules. We have also used the year to understand what sells best in the American market vs. the UK and will use this data to better target our campaigns next year.
Direct Agents: Is there anything else you would like to share with our readers?
Lara: As with anything in e-commerce, everything is always evolving. And Other Brands is new to the market and we are always looking for new ways to grow and build our brand awareness in the US.