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How Tapestry helped Cosyfeet make greater strides in multi-channel marketing
CASE STUDY
Trusted by customers and recommended by healthcare professionals, Cosyfeet has led the way in specialist footwear for almost 40 years. The brand combines decades of expertise with the latest technology to provide the most comfortable-fit, easy-access footwear on the market. But more than that, it also prides itself on unrivalled customer service and no-quibble guarantees.
Cosyfeet successfully reaches audiences across multiple DTC channels, as well as boosting sales via wholesale. But amid growing demand for specialised footwear and hosiery, coupled with changes in the way their elderly audience was engaging with marketing channels, Cosyfeet recognised the need for a more strategic approach to marketing. With the help of The Tapestry Agency, Cosyfeet has been able to employ a more rigorous approach to identifying best-performing channels, and improve engagement accordingly, to maximise acquisition and retention in 2021.
Re-evaluating traditional channels With an older audience profile, catalogue mailings are core to Cosyfeet’s marketing strategy. But as a relatively expensive channel, it’s important to identify how many customers
still buy if they are sent catalogue mailings less frequently.
By following Tapestry’s recommendations, Cosyfeet can maximise its catalogue mailing budget
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and reallocate spend where appropriate to test other channel activities.
There are types of buyers that buy less frequently than others, such as slipper-only buyers and seasonal gift buyers. To make sure that every customer interaction counts, Tapestry analysed the behaviour of these Cosyfeet customers to identify their most likely future purchase consideration period. Knowing when infrequent customers are likely to buy means that Cosyfeet can mail them at just the right time and frequency, thereby improving customer engagement and saving on mailing cost.
Retention through reactivation Tapestry analysis showed that not contacting lapsed customers at the right time resulted in a drop in overall orders. Not all customers lapse at the same time. If Mary buys every 3 months and John buys every 12 months, after 9 months, Mary has lapsed but John is still within his usual purchase cycle. To help Cosyfeet re-engage lapsing customers in a more bespoke way, Tapestry built a lapsing model to identify the point of lapse for
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