Salesfire & Lace & Favour
Accelerating brand growth with SMS marketing.
+6%
increase in recovered
revenue with SMS
+9%
increase in recovered orders with SMS
7%
of conversions
attributed to SMS
Introducing, Lace & Favour
Lace & Favour is a bridal and occasionwear retailer providing accessories for weddings and formal events. Stocking wedding shoes, veils, jewellery and other accessories, the brand is trusted by shoppers looking for high-quality and stylish, yet timeless, products.
Through its curated product range and reliable service, Lace & Favour has built a strong online presence enhanced by Salesfire’s automated email campaigns. This has enabled them to build a loyal customer base and deliver quality service.
Motivated by its existing success, Lace & Favour sought further growth and to become the leading online destination for bridal accessories.
The challenge
Lace & Favour already had several highly successful email marketing flows set up with Salesfire. These included:
• Abandoned cart recovery emails
• Welcome email flow
• Save my basket emails
• Re-engagement flow
Since these campaigns were already fueling the brand’s growth, Lace & Favour wanted to maintain their success while finding ways to accelerate it further.
The brand required a strategy that would enhance its online customer interactions and expand its marketing reach, without changing its current email strategy.
The solution
Lace & Favour discussed their goals with their dedicated Salesfire Success Manager.
On reviewing these, we suggested Lace & Favour add SMS to its marketing strategy. By introducing a new communication channel to its existing marketing flows, the brand’s current email campaigns would be enhanced without affecting performance.
Why SMS was chosen
While shorter and simpler than email, SMS can help get messages to shoppers faster by delivering them directly to their mobile phones. Sending SMS campaigns would enable Lace & Favour to ensure its messages reach more of its shoppers at the optimal moment.
Email and SMS flows can also be fully automated with Salesfire, meaning this strategy requires little effort or resources from Lace & Favour to implement. Once campaigns are set up and switched on, Salesfire then uses a shopper’s on-site behaviour to automatically enrol them in the relevant flows.
The SMS strategy
Lace & Favour added Salesfire’s SMS into both their Welcome Flow and Abandoned Cart campaigns.
Salesfire recognises when a shopper opts in to the brand’s marketing communications on-site and now automatically triggers a welcome SMS in addition to the existing email. Adding SMS to this flow helps to keep high-intent shoppers engaged through to purchase by ensuring they receive their welcome discount code immediately.
SMS campaigns were also interspersed between the existing emails of the brand’s Abandoned Cart flow. Salesfire automatically triggers this flow when a shopper exits Lace & Favour’s website with items left in their basket. Making this flow multi-channel maximises its reach. Even if a shopper is too busy with wedding planning to check their email, they’ll still be reminded of their basket with a text.
Results
Lace & Favour has experienced increased shopper engagement as a result of adding SMS alongside their existing email campaigns.
Overall, across the brand’s email and SMS flows, SMS was responsible for 7% of total conversions.
The Abandoned Cart SMS campaigns were particularly effective, leading to a:
- 6% increase in revenue recovered
- 9% increase in orders recovered
Salesfire’s SMS has enabled Lace & Favour to more effectively reach and engage its shoppers to secure additional sales, successfully driving business growth.
“Having been so impressed with Salesfire’s automated email flows, we were looking to try some of their other solutions to help push the business forward. Our Success Manager recommended adding SMS as a way to maximise our marketing reach and interact with our shoppers on a more intimate level.
Including SMS in our campaign flows has transformed the Lace & Favour shopping experience, especially for our busy bridal customers. We can remind shoppers of their discount code or abandoned basket as soon as possible to encourage them to complete their purchase. SMS has been the perfect addition to our Salesfire strategy.”
Stephanie Jennings, Business Development Manager at Lace & Favour