Two of the most important things for Mainline Menswear were intricately connected, uniquely so for ecommerce stores: traffic and sales. Opened online in 2004, Mainline Menswear is a British ecommerce business that is focused on the men’s fashion niche.Īs with all online retailers, Mainline Menswear found it rather difficult to find footing in the ecommerce space and needed to boost their traffic sales. Omnichannel Case Study #2: Mainline Menswear Perhaps the most famous part of their omnichannel marketing strategy is their mobile app/social network called The Net Set.Īs Net-a-Porter shows, the omnichannel marketing approach really works.

ad retargeting to catch visitors who abandoned their site before buying.

email marketing to make sure they follow-up on customer behavior on their store.

their mobile app/social network to keep customers inside their ecosystem.

That’s why they naturally turned to omnichannel marketing.įirst, they set up their approach to include three distinct channels: While the usual marketing automation would have worked wonders for email, Net-a-Porter wanted to make sure they achieved their goals efficiently while providing a great customer experience. Overcoming that was intimately connected with positioning themselves as luxury, which is not based on price, but on quality. Secondly, because of the nature of online shopping, customers tended to bounce around from one brand to another in trying to find the best deal. They identified two important challenges to getting what they wanted.įirst of all, there was quite a lot of competition online that wanted to position themselves either as luxury or the best online brand.

to create lasting customer relationships.

Net-a-Porter had quite a few important things they wanted to achieve, but for them there were three crucial things that would allow their brand to really be a leading online luxury brand: Online brands (especially in the early 2000s when they launched) seemed very far away from those qualities. When they started out, they had a pretty big challenge: how can they create a luxury brand that is exclusively online?Īfter all, luxury brands communicate high quality, exclusivity, and unique appeal. Net-a-Porter is one of the first online-only luxury clothing stores. Get prepared for BFCM Top articles, videos, podcasts & more Visit BFCM Hub Omnichannel Case Study #1: Net-a-Porter

What is channel setting