How Missguided grabs the attention of fast fashionistas

The growing ecommerce brand’s marketing and trading director reveals the success achieved through understanding the customer journey

ADMA Global Forum: Missguided’s director of marketing and trading, Victoria Betts, talks about the brand's successful automated and personalised digital marketing strategy.
ADMA Global Forum: Missguided’s director of marketing and trading, Victoria Betts, talks about the brand's successful automated and personalised digital marketing strategy.

The fast fashion industry is booming and in order to keep up with the growth, brands need to find new and efficient ways to up their bottom line.

Speaking at the recent ADMA Global Forum in Sydney, Missguided’s director of marketing and trading, Victoria Betts, claimed the brand grew revenue in excess of 400 per cent with its new automated and personalised digital strategy.

“There isn’t a simple answer to that success,” she said. “It’s a combination of lots of different techniques and campaigns, and it is the compounding impact of all those activities that helped achieve that triple digit growth for us.”

According to Betts, customer-centricity is one of the key components of Missguided’s marketing success, along with a vision to drive growth from its customers.

“It is only through the benefit of hindsight that I can see it was our marketing automation that helped this growth,” she said.

It’s also important to be fast and reactive because the fashion consumer now demands it.

“Our consumers are demanding faster shipping, faster fashion, but with that comes agility,” Betts said. “And there’s no single answer, but it’s really important to test, react and to maximise. Speed is a really important reason why we have been so very successful.”

Understanding the customer has been at the heart of the brand’s ability to reach out, connect and engage effectively. Missguided has about 3.5 million customers.

“Gone are the days when marketers used to be able to identify their consumer with an age or with an attitude or demography,” Betts said. “When you have such a broad portfolio of consumer, it’s much more important to have a more segmented approach.

Missguided’s site attracts about 15 million Web visits every month and while it is a British-based brand, Betts said its reach is quite global.

“Our vision was all about being bigger, being better and being global,” she said. “This year, we have already shipped to 160 countries and have localised our marketing campaigns to each geographic location, contending with different cultures, seasons and time zones. In Australia alone, we sell $12 million a year, which is just unbelievable.”

In order to stay locally relevant, while maintaining a consistent global brand identity, Betts said Missguided focuses on retaining a ‘glocal’ strategy.

“What we try and do is stay true to our brand DNA - we are Missguided wherever we are in the world,” she said. “We offer the same brand, the same proposition and the same products, but we tailor it all to make it more locally relevant.”

In France, for instance, Missguided dials up the quality a little bit more, because French consumers are particularly interested in that, Betts said. In contrast, the primary driver in the United States is impatience to gain goods quite quickly, requiring a focus is on speed. In Australia, Betts said it is transitional layering that is working very well.

“Australians are also responsive more to above-the-line, offline media advertising,” she added. “So TV, outdoor and print are proving more effective than in the UK and in other parts of Europe where it’s more a digital channel that is working for us.”

What is really important, Betts stressed, is making sure Missguided can connect with its customers and engage anywhere, at any time they want to shop.

“The trend we’re observing is the shift from a home computer to a mobile device,” she said. “Whether that is the smartphone itself or a tablet, we’re now seeing about three-quarters of all Web sessions taking place when our customers are on the move. So it’s important to be available and think about your consumer’s journey.”

Betts said Missguided’s strategic priority is to achieve further growth and she’s focusing on marketing automation to reach its targets.

“Our business is rapid, it’s agile and it’s everywhere,” she said. “We have lots of customers and a very broad reach. We have a very strategically challenging ambition, so I decided to find a solution that was grounded in automated technology.”

Initially, Missguided had a very broadcast approach, through TV, email or through the website itself, and essentially treated everybody the same. But Betts soon realised a 3.5 million audience was too big not to differentiate.

“Where I moved to was segmentation, and began to learn the tricks of my trade to start to prove some success,” she said. “We moved into key browsing data insights to propensity marketing and found that to be brilliantly successful.”

Missguided has now moved more into the final area of personalising its customer journey, utilising differentiated home pages while making sure it is all data-driven and automated.

“I then looked at the customer management framework,” Bett said. “When you overlay the different segmentation, different communication types and priorities, it becomes quit e a difficult layer. What sits it all together at the bottom, are the enablers. And that is all about data, systems and technology.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Maintaining trust in a sceptical world: The power of brand trust

The faith people have in brands creates opportunity for those brands to become trusted advisors. In turn, this builds success by increasing the brand’s profile, letting it broaden its product offering and driving stronger customer loyalty.

Dan Ratner

managing director, uberbrand

When growth stalls: How to boost growth in large organisations

The push to start new businesses continues. In Q1 2017, the number of seed and angel deals increased by 1.4 per cent compared to Q1 2016.

Con Frantzeskos

CEO, Penso

Why we need diversity in marketing

​When we read articles about the need for increased diversity in marketing land, it is often through the lens of gender.

Jodie Sangster

CEO, ADMA

Interesting insight, well explained and the examples are just apt.Thanks for sharing!

FreshMindIdeas

The politics of branding - Brand science - CMO Australia

Read more

When the world that we live in floods with gigabytes of content every day, we have to learn to be selective about it. Such educational we...

Paulina Cameron

ADMA launches education program to tackle viewability, ad fraud and brand safety

Read more

Hi, i am an Aistralian ALK patient, been on xalkori dec 13 to oct 15 and achieved remission of disease, since been on Ceritinib until no...

gary packer

Pfizer Australia adopts AI-powered digital analyst tool for sales and marketing decision making

Read more

Hi James, shouldn't marketers also be focusing on collecting and utilizing up to date first-party profiling data on customers so that mes...

Tom

3 ways customer data can increase online sales conversion

Read more

Wouldn't reconnecting with younger consumers be in direct contravention of the code on alcohol advertising?

Tim Palmer

Vodka Cruiser reconnects with younger consumers via category-first Facebook Live campaign

Read more

Latest Podcast

Getting Intimate with CX Ep 5: Tammy Marshall, founder, The B Hive

How much of customer experience is having the foresight to know what those individuals might like, versus asking them? In Episode 5 of this new podcast series, BrandHook MD, Pip Stocks, talks with Tammy Marshall about the importance of asking your customers questions, how consistency plays a role in engagement, but how the unexpected adds extra value.

More podcasts

Sign in