When it comes to e-commerce, getting customers to your site is one thing, but keeping them there is another.
AYR, the women’s apparel brand formerly owned by Bonobos, has found a simple, smart way to keep their clients engaged online with a new mobile optimized blog-cum-catalogue, called Editions.
The nearly three-year-old New York-based brand, which has gained a cult following for its camel robe coats and butter-soft denim, looked to their own most popular posts on their Instagram accounts, as well as viral trends across the net (sharpei puppy, anyone?), in creating a short and snappy dose of editorial content, specifically targeted toward its existing audience. The team was cost-conscious, working in-house to develop the mobile-optimized blog without the help of outside developers. And after a soft launch during the last week of October, they reported a significant uptick in traffic to their site, time spent on site, and an increase in the average order on the site — and that’s with no promotion whatsoever.
“We have already seen 15 percent of sales driven directly from Editions in just one week and we expect to see that continue and grow,” said Maggie Winter, AYR’s cofounder and chief executive officer who developed the site with brand manager Loddie Allison. “In addition to doubling the time viewers are spending on the site, we are seeing twice the engagement and the average order value is over 25 percent more.”
The team was keen to keep the posts fun, relevant and in a personal — often witty — voice.
“Customers have never been more in charge, and because of social media, attention spans are short,” Winter added. “But because of the customer space we cultivated, when we do say something, we want it to be meaningful. We wanted to apply what we have in our clothing to our content. When we get a new sample in, and it’s a bias cut silk bias polka dot dress, we want to share it and show it to our customers right away.”