Canadian Retailer - Summer 2014 - 18

SOCIAL MARKETING

Mobile-first marketing strategies prove valuable
for retailers

Frank & Oak, a Montreal-based online clothing retailer,
is an example of a Canadian brand that has adopted a
mobile-first marketing strategy to great success.
With research that suggested people who downloaded
the Frank & Oak smartphone app were roughly 20 per
cent more likely to make regular purchases at their online store, the retailer decided to use a targeted Facebook
campaign to drive new app downloads in 2012. Rather
than just reaching out to people who bought clothing
from them in the past, Frank & Oak leveraged Lookalike
Audiences on Facebook to find thousands of new customers with similar profiles to their existing customers and
targeted them with personalized ads that they knew they
would be interested in.
Since the app experience on Facebook is seamless for
customers, offering one-click ads that connect straight
to the app store for iPhone or Android, Frank & Oak immediately saw a double-digit increase in downloads,
which contributed to an increase to its customer base,
helping the brand grow from roughly 100,000 customers
in 2012 to over 1 million this year.
Men's clothing store Indochino is yet another example
of an e-commerce business using Facebook Custom Audiences. The Vancouver retailer realized that it needed a way
to let young professional men know when their Traveling
Tailor pop-up stores would be visiting a city near them.

With Facebook Custom Audiences and Lookalike Audiences, Indochino was able to easily and efficiently target
existing and potential customers living in the cities they
would soon be visiting, and as a result, drove tens of thousands of Canadians to their pop-up events. The digital
campaign generated significant sales for the online store;
with more than 20-times the return on ad spend.
Digital technology and the future

While digital and mobile innovation will continue to
provide retailers with opportunities, there will be new
challenges as well.
For instance, imagine facing a smaller storefront but
no change in inventory. What was once a display wall of
15 purses is now a page that fits only seven bags above
the fold. And, on mobile? Just one.
With the evolution towards smaller, mobile devices, compression is forcing marketers to be more thoughtful in terms
of how to target customers. And, in the age of compression,
the key to successful merchandising will be selling exactly
the right product to the right person at the right time.
As more businesses like SportChek, Indochino and
Frank & Oak embrace innovation, targeting will become
the future creative canvas for retail marketers.
And they'll discover what others already know-that
marketing has once again become personal, and in the
evolving world of retail, those businesses that can build
the best relationships will win.

Join us next year
Retail Council of Canada's

2015

JUNE 2-3, 2015

TORONTO CONGRESS CENTRE
NORTH BUILDING

www.storeconference.ca
@retailcouncil
#STORE2015

18 |

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Canadian Retailer - Summer 2014

Table of Contents for the Digital Edition of Canadian Retailer - Summer 2014

Publisher's Desk
Retail Currents
Food for Thought: The State of Canadian Grocery
Driving Sales With Personalized Advertising
Come One, Come All
Unsure About the Future
Education Leading to Organic Growth
The Total Retail Package
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2014 - cover1
Canadian Retailer - Summer 2014 - cover2
Canadian Retailer - Summer 2014 - 3
Canadian Retailer - Summer 2014 - Publisher's Desk
Canadian Retailer - Summer 2014 - 5
Canadian Retailer - Summer 2014 - Retail Currents
Canadian Retailer - Summer 2014 - 7
Canadian Retailer - Summer 2014 - 8
Canadian Retailer - Summer 2014 - 9
Canadian Retailer - Summer 2014 - Food for Thought: The State of Canadian Grocery
Canadian Retailer - Summer 2014 - 11
Canadian Retailer - Summer 2014 - 12
Canadian Retailer - Summer 2014 - 13
Canadian Retailer - Summer 2014 - 14
Canadian Retailer - Summer 2014 - 15
Canadian Retailer - Summer 2014 - Driving Sales With Personalized Advertising
Canadian Retailer - Summer 2014 - 17
Canadian Retailer - Summer 2014 - 18
Canadian Retailer - Summer 2014 - Come One, Come All
Canadian Retailer - Summer 2014 - 20
Canadian Retailer - Summer 2014 - 21
Canadian Retailer - Summer 2014 - 22
Canadian Retailer - Summer 2014 - Unsure About the Future
Canadian Retailer - Summer 2014 - 24
Canadian Retailer - Summer 2014 - 25
Canadian Retailer - Summer 2014 - Education Leading to Organic Growth
Canadian Retailer - Summer 2014 - 27
Canadian Retailer - Summer 2014 - 28
Canadian Retailer - Summer 2014 - 29
Canadian Retailer - Summer 2014 - The Total Retail Package
Canadian Retailer - Summer 2014 - 31
Canadian Retailer - Summer 2014 - 32
Canadian Retailer - Summer 2014 - 33
Canadian Retailer - Summer 2014 - 34
Canadian Retailer - Summer 2014 - 35
Canadian Retailer - Summer 2014 - 36
Canadian Retailer - Summer 2014 - Advertiser's Index
Canadian Retailer - Summer 2014 - Retail Quick Tips
Canadian Retailer - Summer 2014 - cover3
Canadian Retailer - Summer 2014 - cover4
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