It isn’t always easy to know what’s next for your business but resilient growth is as much about creativity as a mission and data-driven strategy. That’s why we created this blog series to highlight real-life examples from brands.
We’d like to inspire you to apply these ideas to your business and even take it one step further towards boosting customer engagement that translates to leads and ultimately, bigger profits.
In today’s post let’s put the spotlight on bridal line, Revelry.
Bridesmaid gowns are notorious for being less-than-stellar dresses the entourage would wear only once. According to founder, Michelle DeLoach, you usually have two choices: opt for the pricey bridal boutique piece or go for a cheap yet ill-fitting gown. Revelry bridges the gap between style and value with beautifully crafted dresses that customers of all sizes would love to wear over and over again!
Even better, Revelry turns online shopping into a tangible experience with emotional pay-off beyond the big day. Here’s why Revelry stands out as a resilient brand.
1. A customer-first approach, with their “Try at Home” feature
Much is demanded of formalwear—it costs a pretty penny for a dress you want to look gorgeous in, and Revelry has a very clear understanding of these pain points. With their “Try At Home” feature, customers can fit dresses before they commit. Return rates are a considerable concern for apparel brands especially in the digital realm and Revelry anticipates these with their own spin on “try before you buy.”
First, customers can try multiple products at the fraction of product cost thereby lowering barriers to entry. By taking the discounted trial (common in the software and service industry) and tailoring it for retail, Revelry employs a fresh and innovative approach in the bridal space, where impeccable fit and style is a must. Second, because a customer has tried and loved the merchandise, this approach could potentially reduce refund rates on full-priced orders.
The “try before you buy” approach has already seen success in bigger ecommerce brands such as Asos, who has seen a 23% increase in sales with this strategy, making it definitely worth considering for suitable ecommerce brands.
How you can do this and take it up a notch:
Providing customers with opportunities to “try before you buy” can be very strategic for high value products especially if you can integrate this into your pricing strategy. You may also experiment with offering sample fees as credits on a full-priced purchase. This does two things: increase likelihood of purchasing full-price or even the possibility of raising the full price.
Best of all, more people are incentivized to go for the samples first, potentially further reducing if not eliminating refund claims.
2. A User-Centered Approach to product marketing
Using a reviews widget, customer feedback permeates each product page in Revelry’s website. This widget also allows uploading of photos showcasing real girls wearing Revelry. On their home page and blog, the brand also provides customers the option to streamline their shopping with styles based on user-submitted photos!
User-generated stories have been proven to be an effective way to boost conversion, by up to 69%. When coupled with photos, these stories tell a complete story of customer love—and who doesn’t love a great story? The more you encourage and promote these, the more people will contribute to your brand narrative, and the more social proof you’ll get. Think of this as an endless cycle of publicity, word-of-mouth, and done-for-you content!
How you can do this and take it up a notch:
Revelry does a fabulous job of featuring customer stories on key website pages. It certainly helps that people take lots of photos at weddings. The very nature of their product lends itself well to storytelling and these reviews likely crystallized into a very organic content strategy. If your product isn’t the type that normally gets photographed, you can still utilize storytelling by incentivizing the submission of reviews, stories, and photos with discounts or freebies. The results? A stream of user-generated content and a potential repeat purchase!
Revelry’s narrative is an amalgamation of customer stories, each one a treasured moment in which the brand has participated. With its customer-centric approach, Revelry imbibes the product experience with emotional value, beginning with making a customer feel nothing less than beautiful. Strategies like these bring your brand closer to people’s hearts and even better, there’s no limit to improving on it to boost brand resilience.
Take actionable steps to growing your brand today! Get answers to your most urgent questions by taking our Resilient Growth Checkup. Find out how ready you are for resilient growth marketing and identify the biggest road blocks to your business growth and how to solve these.
Or if you want to take it up a notch with predictable, profitable growth, check out our Growth Finder!