Background Stella McCartney spans women’s ready-to-wear, menswear, kids’ clothing, accessories, swimwear and lingerie. As well as performance-wear collaborations with Adidas, fragrances and more. Stella McCartney also has 55 freestanding stores across New York City, London, Los Angeles, Paris, Milan, Tokyo, Shanghai and Beijing. Their collections are now sold in 77 nations through 863 specialty shops and department stores, and ship to 100 countries via online. Recovering Global Abandoned Baskets & Engaging New Audiences Working with SaleCycle since 2014, Stella McCartney has implemented a global strategy using SaleCycle’s solutions. SaleCycle implemented a 2-cycle cart abandonment campaign, which triggered emails at optimum times. The 2-cycle timing of emails was tested against user behaviour data to ensure the highest engagement. The email campaign also included quick-links to ‘Stella Recommends’ which directed abandoners to other key pages on the site. All email campaigns were aligned with the current season visuals with options to view key collections to enrich the user journey and grow user engagement. SaleCycle’s Marketing Permission Service enabled Stella McCartney to geo-locate customers, and then trigger abandonment emails when the appropriate consent requirements for their location is met. There was already a successful cart abandonment retargeting campaign in place, which retargeted users that had abandoned a browsing session. This enabled Stella McCartney to engage new audiences that they weren’t previously reaching.
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