C-suite perspectives: Building digital style at Stylerunner

Founder and CEO of Australian fashion ecommerce startup, Stylerunner, talks about digital marketing, data for engaging customers and building a digital business

Julie Stevanja
Julie Stevanja

Founder and CEO of Stylerunner, Julie Stevanja, reveals the technology and culture driving this digital apparel site’s customer success.

Marketing and digital are helping us communicate our products and services… first and foremost by reinforcing our brand. It’s really important everything we do with our marketing and digital is consistent. That’s everything from photos and merchandising of our products, through to homepage and Web banners, and a similar tone in our social media.

One thing I’ve seen change about marketing… is that in the digital age, we are willing to experiment with smaller marketing campaigns and messages, then iterate or double down depending on the results. My background is in marketing and I came from that old school of planning an incredible campaign then rolling that out. Today, we’re very much about testing your assumptions and seeing what does well, then putting your money where the results are.

Our marketing mix… has been more digital, although we have done bus campaigns, PR, events, things with magazines, plus partnerships and collaborations. We prefer online, where we can see results of each campaign. As we grow, we think we will do more above-the-line, it comes down to attribution modelling and ensuring we are measuring the impact on sales, even if it’s not the final click.

Today’s CMO… has to be very digitally savvy, and focused on data. They need a good understanding of branding, communications and PR, but to balance that with measurable insights, segmentation, and using all of the data collected via big data and ERP systems.

We’re investing our digital and technology dollars this year in… building our website on top of our new back-end system. One thing we have done in the last 12 months is invested in an ERP system, which represents significant spend for a young company like ours. We want to collect data across every characteristic we can, tracking what customers are browsing and purchasing in terms of brands, price, style, category and so on. The future we’re aiming for is predictive analytics and being able to recommend and personalise what we showcase to customers. While that is in transition phase, we’re still investing in remarketing, which is big for us. We’re looking at cart abandonment, which should be an easy win. We want to also invest in loyalty – we have such a loyal base, it’s about how to reward them so they continue to stay with us and shop even more. It’s making them feel special and valued by us and communicating that back.

To build a business that is customer centric… the first thing is fostering the right culture. We have two all-in meetings every week. We speak a lot about results of our traffic and sales, and it’s a time when we share our focus on customers, what we have learnt from them, what we can do differently. We host an NPS [Net Promoter Score] survey every 4-6 weeks that gets up to 1000 responses. We’re able to track NPS, but also look into the patterns of what customers suggest we could do better. We have already made changes immediately on the back of those suggestions.

One of the key ways we’re using data... is around product, in terms of sell through, speed of sell through, and conversion rates based on how often a product is viewed then converts. We’re having a look for patterns and trends across different categories. While we can do an excellent job of marketing, it’s about ensuring we have the right products first. We’re also moving towards segmenting customers based on what they have viewed, and offering personalised emails relevant to that.

If I could hire only one new employee tomorrow, I’d get a… CMO. Today, we have three marketers, and I work closely with them: Marketing director, PR and marketing assistant and we’re looking for a CMO. I’ll expect
a lot from them.

- This article originally appeared in CMO's magazine edition, Issue 1, 2016. To subscribe to your free copy, click here.

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

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: The Star's George Hughes

It's been an incredibly tough three months for the Star as it shut its doors and stood down staff in response to the COVID-19 lockdown. Yet innovation has shone through, and if the CMO, George Hughes, has anything to say about it, such lateral thinking will continue as we start to recover from the crisis.

More Videos

I am 56 years old and was diagnosed with Parkinson's disease after four years of decreasing mobility to the point of having family dress ...

Nancy Tunick

Parkinson's NSW creates a lorem ipsum generator and goes digital to mark Parkinson's Awareness month

Read more

We would like to invite you to the Virtual Exhibition about IoT Trends in 2020, 7 - 9 July, organised by Must.We developed a new B2B matc...

hayfa

Want to master digital transformation? Stop thinking about your own problems

Read more

We have been trying to help our clients through this time. I think the important thing is clear communication! We also created some check...

Erin Payne

Is COVID-19 the right time for a positive marketing campaign?

Read more

Very good article Sagar. Congrats! It's exactly what we are doing at Dafiti and it's very important have you close to us into this journey.

Roosevelt Junior

Making Your Organisation Data-Driven [MYOD] - Data-driven marketing - CMO Australia

Read more

Corporates should be innovating to stay relevant and disrupt the market and collaborating with startups is easily the best way to go for ...

Diana

How your company can innovate its way through the COVID-19 crisis

Read more

Blog Posts

Business quiet? Now is the time to review your owned assets

For businesses and advertiser categories currently experiencing a slowdown in consumer activity, now is the optimal time to get started on projects that have been of high importance, but low urgency.

Olia Krivtchoun

CX discipline leader, Spark Foundry

Bottoms up: Lockdown lessons for an inverted marketing world

The effects of the coronavirus slammed the brakes on retail sales in pubs, clubs and restaurants. Fever-Tree’s Australia GM Andy Gaunt explains what they have learnt from some tricky months of trading

Andy Gaunt

General manager, Fever-Tree Australia and New Zealand

Younger demos thought lost are now found: But what about the missing money?

There is much talk about what VOZ will bring to the media industry. New ways to slice and dice audiences and segments. A clearer understanding of screen consumption. Even new ways to plan and buy. The most interesting result could be finding something many thought we lost - younger viewers, specifically the valuable 18-39s.

Michael Stanford

Head of 10 Imagine and national creative director, Network 10

Sign in