Lockdown provided an opportunity for the retailer to capitalise on online sales by leveraging an e-commerce specialist amid a backdrop of economic uncertainty.
Leanne Blair, Head of Operations at Built for Growth Digital, which has a number of high profile retail clients on its portfolio, said: “At the outset we were in touch with DV8 with measures and guidance on what it should do to stay relevant and promote online sales such as tailoring promotions and campaigns for products in demand.”
“In addition to ecommerce strategy, this also included ecommerce tactical trading advice on key website content such as specific messaging across the site providing reassurance to consumers on returns policy, delivery times, customer care availability and digital marketing guidance on activities such as how to position the brand in the market and how to boost sales of alternative products when stock was running low on some items.”
“It was a combination of trend analysis and forward planning plus quick reactionary measures that allowed DV8 to strengthen their foothold in the online fast fashion market during a time when many other high street retailers struggled.”
By May, Built For Growth Digital further accelerated online sales at DV8 by introducing Klarna, the Swedish financial services firm that offers retailers the ability to provide credit but receive payments upfront.
“This flexible payment option was a very useful sales driver during what has been a very economically fragile climate for shoppers,” continued Ms Blair.
Emma Lavery, Website Marketing Manager at DV8 said: “We have been resolute in strengthening our ecommerce to ensure our offering is strong in meeting the demands of consumers. Insights provided by Built For Growth Digital allowed us to expand in-demand categories such as leisurewear and extended gift voucher validity periods”.
“The loss of revenue from our shops meant that the online business was our lifeline and Built for Growth Digital’s ecommerce expertise was essential to our survival. If we hadn’t the online business running efficiently things could have been very different. We’re continuing the positive momentum moving into Q4 and gearing up for the Christmas trading period.”
Ms Blair added: “There has been a shift to more people buying online than ever before that we anticipate will continue to significantly grow. With this in mind, it’s crucial that all retailers, big or small, ensure they have a reliable ecommerce presence that moves and reacts with trends to safeguard their profits now and in the future.”
Leanne Blair from Built For Growth Digital with Emma Lavery of DV8