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Feedback: an interview with Tom Newbald from feelunique

Julien Balas - Lucky Cart

By Julien Balas
Communication & Partnerships Director
On 4 January 2016

Founded in Jersey 10 years ago by two businessmen who felt that online beauty shoppers were poorly served, feelunique is now one of Europe’s e-commerce beauty leaders and has an annual turnover of over 55M£. 150 people, based in Jersey and London, work at feelunique to make the retailer a reference in beauty shopping and customer service.

Tom Newbald, Marketing Director at feelunique, told us more about his role, their promotional strategy and the reasons why they decided to launch the very first Promogaming® campaign in the UK (read the case study here).

COULD YOU TELL US MORE ABOUT YOUR ROLE AT FEELUNIQUE AND THE SITE’S PROMOTIONAL STRATEGY?

I run the marketing team. We are 25 people located in Jersey and London. We manage digital marketing, above line marketing, website events, branding, CRM, loyalty, customer retention…

We don’t believe that we will build shopper experience and customer relationship by being only competitive on price. Being commercially attractive is of course very important. Now more than ever people look for value, this means that having a creative and powerful promotional strategy is key to our business, but we always try to build it around the shopper experience. It’s more about the experience than purely the discount message.

Our promotional strategy responds to two needs: recruiting shoppers and retaining shopper loyalty. Recruitment asks for a variety of promotional price lead incentives, as first time shoppers are very sensitive to price. Then it’s about helping them understand what we offer to increase their loyalty. We have different schemes for this: subscribe and save, loyalty plans, added values… Promogaming® offered value in a different way, it widened the offer to customers.

 

” We always try to build our promotional strategy around the shopper experience. It’s more about the experience than purely the discount message. “

 

WHAT WERE THE OBJECTIVES OF YOUR PROMOGAMING® CAMPAIGN?

We ran the campaign as part of our 10th birthday celebration week. It was part of a variety of promotions, a very unique week for us, that ranged from social campaigns, to editorials, to promotions, and Promogaming® formed part of that week. We wanted to try something different, that would fit into the festive mood we were trying to create.

 

HOW DID THE CAMPAIGN SETUP GO AND WHAT DID YOU THINK ABOUT THE LUCKY CART SUPPORT TEAM?

It was pretty straightforward, your support and tech people were fast which made the technical integration very simple! All we had to do on our side was provide the visuals. After that it was very smooth, it went live and ended as it had been agreed, and it was all up and running in less than 2 weeks. I was really surprised by it being fast and easy. Service providers always say that it’s going to be easy, it usually isn’t, and this time it really was. Yes, I was very surprised!

 

 

WHAT’S YOUR OPINION ABOUT THE CAMPAIGN?

We only ran the campaign for a day, and to be honest that wasn’t ideal. I think we would have had a lot more traction over a longer period of time, maybe a week. I reckon it’s the type of campaign that builds momentum over a period of time.

On the day of the campaign we got a lot of social coverage, our shoppers were really excited by it. The customer expectations were high and the campaign met those expectations, but it would have been even better if we had run a weeklong promotion.

Promogaming® also fits into our idea of making shopping a more interactive experience. There was a lot of good sentiment on the day, people saying “just won this, just won that”, that was great! Especially as it is part of a week of celebration. But a longer campaign would have allowed to pull more shoppers in.

I was worried about you being a French company and that Promogaming® might be a French thing, that it wouldn’t translate to UK shoppers, and some aspects did need fine tuning, but it worked great and the support was good, especially with shoppers waiting to be paid.

 

” Our conversion rate was 1 percentage point above the monthly average. “

 

WHAT ARE THE CAMPAIGN PERFORMANCES?

We ran another campaign like this with another company a year or so ago: it wasn’t as successful. This one was good, customers responded well and there was a lot of social media noise on the day! Customers were sharing and posting comments on Facebook and Twitter about whether they had won or not and there was a general feeling that the campaign generated a lot of buzz.

In terms of pure performance we saw an uplift in all KPIs during the day. Visits were above average for the day and our conversion rate was 1 percentage point above the monthly average. Traffic from social sources and email was +200% compared with the same day the week before.

This was a test really, we didn’t go all out. We didn’t do any paid social, or paid search, no external marketing to draw people in and push the campaign. We didn’t use it as a conversion product. So next time we really need to support it in other marketing channels and it should perform even better.

 

Read the case study here ->

 

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