Swagger Gifts
Marketing Achievement: Branding/Integrated Marketing Finalist
Jane Kitchen -- Gifts and Dec, 8/21/2010 4:44:59 AM
In 2009, Mandy Becker, owner of Cary, NC-based Swagger Gifts, was faced with the challenge of moving abroad for a year and continuing to run her sevenyear- old business.
Her husband had been assigned to an international project in Zurich, which meant she would have to run the business remotely. Jill Krauts, Becker's mother and vice president of merchandising, and store manager Heather Lilly remained in Cary.
But how does one run a gift shop from across the pond? Well, the challenge proved to be a blessing in disguise; by letting go of day-to-day responsibilities, Becker was able to focus on bigger ideas for growing her retail business.
"Being away, I focused on my business rather than focusing on being in my business," explains Becker.
One of her main goals was to continue to move her business into an online world, further utilizing email marketing, social media and other online channels, all while keeping in mind that many of her most loyal customers were not online yet.
She mapped out a strategic plan. The website was given a facelift, with an improved aesthetic appeal and simplified navigation structure, and at the same time received increased support from the use of social media marketing tools like Facebook and Swagger's own "Let's Talk Shop" blog.
Becker used her background as an engineer to tweak her monthly email marketing campaign, determining which subject lines are the most attractive, what days of the week yield the most impressive open rates, and even what time of day the majority of readers are likely to check their Swagger updates.
Each email also features a "Reader Reward" coupon to promote special savings on the featured products. Becker estimates that about 10 percent of the customers who open each email redeem the coupon incentive, resulting in a 20-25 percent increase in sales on items featured. Additionally, limiting emails to once a month and offering special savings through the Reader Rewards means there are less than 0.5 percent opt-outs.
Becker has also focused on social media marketing, something she's been doing since 2008. Swagger's Facebook Friday campaign has Swagger Gifts fans flocking to the page to leave comments about the staff-favorite featured item of the week; one random winner is selected from the comments made. Swagger Gifts sees item sales increase both in the store and online following a feature on Facebook Friday.
The Facebook page also uses photo albums to give customers a look at the store, brand-new product lines, or, as Becker says, "just fun stuff to make us seem more human."
Social media and the Internet mean that Becker's customer base is widespread. Only about 48 percent of her customers live near her brickand- mortar store in the greater Raleigh-Durham area; the rest are spread out across the U.S.
But for those who may be within driving distance, Becker has also produced several videos for her website, giving potential visitors a virtual tour of the store, and encouraging them to visit the store in person.
Even from thousands of miles away, Becker managed to stay close to her store and her customers, and grow her business. In fact, she finds that "People are more comfortable with social media of all types."
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