How a traditional fashion retail brand boosted its online sales during Covid-19 thanks to Performance Marketing
Melissa is a Brazilian vegan shoe brand well established in Singapore through a network of retail stores.
When we started to work for Melissa in Singapore, its retail sales represented 75% of their total sales, and online sales only 25%. In the months leading up to Covid-19 hitting Singapore, Melissa had already anticipated the need to strengthen its digital marketing strategy in order to achieve a healthier mix between off and online sales and to capture an audience of millennials, that are used to shopping online.
Within a few months after we started to work on the Performance Marketing strategy, Singapore was hit by Covid-19 and all retail shops were forced to close their doors for an unknown period of time. This unprecedented situation made it even more necessary for retail brands to transition to digital and drive sales from e-commerce instead.
Two types of reactions were observed among retail brands, they either panicked and stopped all marketing activities or they pivoted and evolved. Instead of stopping all their marketing efforts and wait until things passed, Melissa chose to focus its efforts on Performance Marketing in order to grow online sales and compensate the losses of the offline channels.
Melissa team decided to ramp up it's Digital Marketing budget in order to achieve more sales
online, to continue to drive revenue while the store were closed.
With more budget, Elixus team decided to focus its strategy into driving conversions by AB testing
ads formats on Facebook (static, GIF, Carousel) launching new Ads formats on Google such as
Shopping Ads and Discovery Ads.