In 2015 FAME was 6th among online clothes stores in Ukraine with its share of the market at 2.4%. Moreover, unlike the larger competitors FAME used only online promotion channels with limited budget.
BRAB founding partners developed design for the online store and coordinated programming and integration with 1C accounting system. Everyday during these 4 years we maintained and supported the entire online promotion process (with traffic at 25-35 thousands of users daily), email marketing and customer data collection (with 2-3 newsletters daily sent to a segmented contact base off up to 750,000 emails).
The effectiveness of online promotion was at the level of the industry.
Online store website was upgraded in several stages. From the moment it was established in 2011 till 2016 the website was redesigned twice as the business developed and there was room for upgrades and improvement. Some of our ideas in design and technical features we developed for FAME were later applied by other Ukrainian online stores as well.
The site directory included about 20,000 items and was partially renewed every few days. It was a challenge, but after all the website was successfully integrated with 1C system.
Email marketing, search engine optimization (SEO) and pay per click (PPC) were the main tools to promote the site. They gave up to 25-35 thousand of high quality traffic daily.
About 750 thousand users agreed to share their email address with us thanks to our approach to data collection. We sent out letters with content and format variations to different customer segments 2-3 times a day. We also set up email and SMS notifications for customers to trace order progress and reaction notifications (for ex.: triggered when customer abandons shopping cart without further purchase).