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About

Cynthia Rowley is a women’s designer apparel brand based in New York City. Always reaching new places with its nomadic pop-up retail concept, the collection is sold in Cynthia Rowley boutiques nationwide, online, and at select specialty retailers.

Background

Cynthia Rowley is a leading global lifestyle brand built on the philosophy that fashion should be an adventure. The brand’s signature pretty-meets-sporty assortment features ready-to-wear, surf and swim, fitness, accessories, and home decor.

Challenge

Cynthia Rowley’s e-commerce business has grown exponentially over the last few years. With over 70% of website traffic coming from mobile devices, they wanted to engage their high-value mobile shoppers while providing a positive impact on overall conversion rates.

Solution

Partner with Attentive to rapidly scale a text messaging program and grow mobile subscriber sign-ups. Reach shoppers in an immediate and direct way where they spend the most time on their phones: text messaging.

Strategy

Cynthia Rowley drives text messaging opt-ins on their mobile website using Attentive’s “two-tap” sign-up creatives, which the Attentive team helps design. After a subscriber joins, they receive an automated series of “welcome” messages.

Cynthia Rowley uses the text message marketing channel in a variety of ways, such as alerting subscribers of new arrivals & best sellers, an adventure-inspired “as seen on social” series, invitations to location-specific events, and limited-time promotions.

For New York Fashion Week, they sent a text message to subscribers promoting a giveaway of 2 tickets to attend the Cynthia Rowley runway show, where the winner would be among the first to see the new Fall/Winter collection. Through this brand marketing campaign delivered through text messaging, they were able to drive high engagement without offering a discount.

Cynthia Rowley also sends text messages in tandem with marketing emails. “We will send the text out first and the email after; sometimes we’ll send the text after the email as a quick reminder. We found that these two channels both work really well together,” said Andrews.

Results

Over the past 6 months, Cynthia Rowley has grown text messaging subscribers by 268%. As early adopters of this new channel, Cynthia Rowley has gained an advantage over other e-commerce brands and is able to send relevant, timely text messages to subscribers on a 1:1 basis.

Cynthia Rowley has also implemented a cart abandonment campaign that sends a text message reminder to subscribers 60 minutes after they abandon their online shopping cart. This automated message has resulted in 24%+ conversion rates, helping recover sales that otherwise might be lost. Overall, the brand has seen 33x ROI since implementing their personalized mobile messaging channel.

As for future plans to scale this program, Cynthia Rowley intends on implementing Attentive’s 2-in-1 mobile creatives—which will allow them to capture both mobile phone numbers and email addresses. They’re also interested in creating dedicated landing pages to drive mobile messaging sign-ups from social media.

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