The Client
KAYSER is a family-owned underwear and textiles company with over 50 years in the Chilean market. It currently has more than 120 stores throughout the country and has a presence in over 30 countries.
Challenge
Until 2017, the company only had brick-and-mortar stores. The idea then arose to drive digitalization in Kayser to increase sales opportunities through an omnichannel approach. The challenge was not only to create a new digital community but also to convince the internal workforce of the potential profitability of the new e-commerce. This required us to come up with quick, concise, and efficient proposals based on analysis and data to suggest a budget that would generate immediate results.
Execution
The first step was to develop a community-building strategy to ensure the growth of digital channels from day one. The brand's tradition helped a lot, as it brought with it a large loyal customer base that was well distributed throughout Chile.
Initially, the messages aimed to strengthen the connection with the audience, portraying Kayser as a close and family-oriented brand. To achieve this, we engaged in conversations with customers through social media. This helped us understand the qualities that people value in the brand and areas for improvement.
Once the e-commerce platform was launched under the domain kaysershop.com, our goal was to amplify the message to reach a younger consumer.
We created optimized ads designed to convert, using conversion data and digital behavior analysis of Kayser's audience, with the aim of making increasingly efficient ads and generating more sales.
Social media
Performance
E-commerce Marketing
Execution
The first step was to develop a community-building strategy to ensure the growth of digital channels from day one. The brand's tradition helped a lot, as it brought with it a large loyal customer base that was well distributed throughout Chile.
Initially, the messages aimed to strengthen the connection with the audience, portraying Kayser as a close and family-oriented brand. To achieve this, we engaged in conversations with customers through social media. This helped us understand the qualities that people value in the brand and areas for improvement.
Once the e-commerce platform was launched under the domain kaysershop.com, our goal was to amplify the message to reach a younger consumer.
We created optimized ads designed to convert, using conversion data and digital behavior analysis of Kayser's audience, with the aim of making increasingly efficient ads and generating more sales.
Social media
Performance
E-commerce Marketing
Results
In the first 12 months, we achieved a 1,000% return on ad spend (ROAS). Today, three years after the launch of Kayser's e-commerce channel, we maintain a ROAS of 4,000%.
We also achieved triple-digit year-on-year growth, with a 25% increase in average annual ticket size and a 35% increase in customer lifetime value.
This success led us to win three different E-Commerce Awards and Vitex Awards for brand development on a digital level.
4000%+ ROAS
25%Annual ticket increase average
