Founded in San Francisco in 2006, Nasty Gal offers limited edition vintage and vintage-inspired clothing to a global audience of fashion-forward, free-thinking young women.
The brand was acquired by the boohoo group in 2017, joining a portfolio of leading fashion brands including boohoo, boohooMan, and PrettyLittleThing. Boohoo Group use Bloomreach Engagement to build personalized customer journeys across marketing channels and enhance the customer experience for their shoppers.
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Nasty Gal USA provided a unique opportunity for marketing experimentation. The need to build out the brand’s automated customer journeys and overall marketing strategy offered a chance to try new ideas.
While proven and reliable strategies are driving forces for well-known brands like PrettyLittleThing, Nasty Gal’s status granted its marketing team the freedom to experiment with different campaigns, test bold strategies, and innovate the customer experience using Bloomreach Engagement’s comprehensive capabilities.
With experimentation in mind, the team focused on boosting two key goals for the brand: converting first-time shoppers on the website and increasing the lifetime value of its existing customers.
Leveraging the real-time data activation and journey orchestration tools that Bloomreach Engagement provides, Nasty Gal was able to try a fresh approach to their challenges.
Working with Bloomreach support, the brand built two unique and creative use cases that harnessed personalized on-site weblayers, connected the entire customer journey, and addressed Nasty Gal’s key goals. Both use cases implemented voucher wallets into a shopper’s journey, offering discounts and incentives that are unique to their relationship with the brand.
To entice first-time shoppers into making their first purchase, Nasty Gal created a new customer weblayer that offered new site visitors an extra 15% off their first order.
To pair with this first-time shopper voucher, Nasty Gal also created a weblayer that gives returning customers access to their own personal voucher wallet when they visit the website. This customer wallet weblayer consolidates each shopper’s history with Nasty Gal’s promotional campaigns, reminding them of voucher codes they haven’t yet redeemed and organizing them in one place.
If a shopper previously received a promotional voucher for their birthday, anniversary, or other occasions, the shopper can see all the unredeemed vouchers, copy them from the weblayer, and apply them during checkout. Once redeemed, the voucher is then removed from the shoppers voucher wallet.
It’s been really exciting being able to try totally different things. Bloomreach lets us try new concepts and launch more innovative automated journeys, and the success we’ve seen makes a real impact across multiple brands.
Nasty Gal didn’t need to wait long to see its marketing experimentation pay off.
After just two months, the new customer weblayer campaign reached 1.5 million customers and contributed a c.5% increase in overall customer conversion. The customer wallet weblayer also performed well, generating a 17% increase in conversions.
Not only are these great results for Nasty Gal’s first-time conversion rate and customer lifetime value, but these innovative campaigns are now being incorporated into other brand strategies in the boohoo group. With Bloomreach Engagement powering the marketing campaigns for affiliated brands like boohooMan and PrettyLittleThing, the results of these weblayers can easily be replicated and applied to bolster every brand’s marketing efforts.
“Now that we know it works, we’re excited to replicate the success of these campaigns with brands that have more volume,” explains Victoria Pinion, CRM Manager for Nasty Gal and PrettyLittleThing. “Using Bloomreach across multiple brands has made that all much simpler.”
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