Increasing Engagement and Customer Acquisition in Fashion Retail

PRODUCT

Magnetik is a leading fashion retailer in North Macedonia that owns and operates 21 stores in its capital, Skopje. For the past 27 years, Magnetik has worked hard to deliver the best possible shopping experience, helping customers possess style – not just buy fashion. Currently, they represent 18 world-famous fashion brands: Weekend Max Mara, Marella, Liu Jo, Paul & Shark, Pinko, Carpisa, GO Carpisa, Yamamay, Pennyblack, Gerry Weber, Oltre, Motivi, Fiorella Rubino, Tally Weijl, Sportmax, Max Mara Leisure, Joseph Ribkoff and Patrizia Pepe.

Most of the stores that Mangetik holds are based in malls, and because of that, they face immense competition. To increase brand recognition, engagement, and new customer acquisition, Magnetik needed to create a consistent online and offline strategy, individually for each brand. The local strategies also needed to comply with the international branding strategies and standards of the brands.

  • Increase customer engagement through online and offline marketing activities.
  • Increase recognition and new customer acquisition for individually every brand.
  • Raise awareness of their superior customer service and focus on customer satisfaction.

By organizing a Design Thinking workshop, together with representatives from Magnetik, we got acquainted with the brand identities and the customer personas. We identified that the customer experience wasn’t translated well in online communication and that there needed to be a stronger link between in-store events and online activities. Through the workshop, we generated ideas for online and offline activities, and created a multi-channel marketing strategy.

OUR APPROACH

In order to boost engagement, we devised a creative strategy for Facebook, Instagram, and the Magnetik blog, where all the customers and brands meet. The multi-channel strategy included: social media management and advertising strategy as well as creative campaigns like pools, giveaways, collaborations with influencers, interviews, and employee branding. To increase brand recognition, we created individual social media channels for the brands, focusing on the most suitable platform for each brand persona, and educated the employees on how to manage them. To increase in-store traffic, we organized themed events where the visitors could play games, socialize and shop at the same time. This is an ongoing project, but here is what we’ve accomplished in the first 5 months of working together:

RESULTS

35% increased Social Media engagement

12% increased engagement on the blog

1000 new Facebook followers, and 3000 new Instagram Followers in 5 months.

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