How Kendra Scott Drove 164x ROI During the Week of Black Friday – Cyber Monday 2019

About

Kendra Scott is a lifestyle brand headquartered in Austin, TX. Its gemstone-inspired collections include fashion jewelry, fine jewelry, home goods, and beauty. Known for its unique use of color and quality materials, Kendra Scott has created collections of timeless pieces that have won over loyal fans, media, and celebrities alike. The Kendra Scott company maintains a focus on its customers and strives to create meaningful and seamless interactions.

Challenge

Kendra Scott was looking for an innovative and effective way to engage brand-loyal consumers on their mobile devices throughout the entire customer journey. Year-round, and particularly during the busy holiday season where the majority of shoppers are browsing and purchasing via their mobile devices, the brand knew how important it was to reach customers where they’re spending their time.

Solution

Partner with Attentive to quickly grow a list of subscribers and reach Kendra Scott customers through text messaging. Stand out among the noise of the holiday season in which consumers are inundated with communications across channels. 

Strategy

Throughout the week of Black Friday and Cyber Monday, Kendra Scott sent a number of text messages to subscribers, including an “early access” text which allowed the brand to drive revenue before the official shopping holiday began. Other messages sent included a sitewide sale, in-store offer, and a “bookended” series—with an exclusive deal sent in the morning and a follow up “final hours” message in the evening. Kendra Scott used a sense of urgency in its copy (“While supplies last,” “Final hours to shop”) and created excitement for each message sent by differentiating the offers.

The brand continued sending holiday messages, even after the big shopping weekend, as many consumers finished their holiday shopping throughout December.  

Results

Due to the instantaneous and personal nature of text messaging, Kendra Scott’s subscribers are incredibly engaged, driving outstanding performance for the brand. During Black Friday and Cyber Monday 2019, Kendra Scott saw average CVRs of 15%. During the entire Cyber Week, Kendra Scott was able to unlock a 164x+ ROI.