FIGARODIGITAL.CO.UK
Marketers Who Matter Anastasia Roumelioti
HEAD OF MARKETING AT HAWES & CURTIS
digital look of the brand in a more without alienating our existing customer base.
In 2015 Hawes & Curtis announced it was relaunching as a lifestyle brand. What’s digital’s role been in conveying the brand’s repositioning? AR: Known today as a traditional Jermyn Street shirt-maker, Hawes & Curtis has been a prestigious brand and an authority in men’s fashion with four Royal warrants and contributions to design like the backless waistcoat. In 2002, the then troubled company was bought for £1 by Touker Suleyman, who quickly scaled the business up and grew it to 29 stores. Last year the company decided
to introduce additional products that would dress customers from weekend. Digital has played a crucial role in repositioning the brand. We prioritised content management across everything: from communications to product descriptions, from website architecture to social media and campaign imagery. Digital has been the main tool in the brand’s journey as we had to reintroduce Hawes & Curtis to the public, invest in copy that would make SEO better for the new positioning and present the
How has the brand adapted to the shift to mobile? AR: After thorough data and customer behaviour analysis where we discovered that half our online visitors come from mobile or tablet devices, we decided to launch our mobile responsive website. We are still trying to adapt to this change in consumer behaviour. For example, we’ve launched our iOS app and are looking into launching an Android one as well, but this is being treated as a separate revenue channel for the most loyal customers – those who’d actually go through the process of downloading and saving the app.
Having a mobile responsive
website was absolutely crucial, not only for the Google rankings but also for the customer experience once users receive their newsletter and click through. With an open rate of more than 75 per cent via mobile, this was a no-brainer.
What other brands’ digital marketing strategies do you admire and why? AR: Right now we’re in the middle of a multichannel integration which, as the term suggests, involves the integration of our online and store systems, with the goal of achieving a single customer view in our data reports and CRM and improving our communications and product strategy was inspired by John Lewis.
If you had one piece of advice to marketers working in retail this year, what would it be? AR: Retail marketing is both online tools based on the customer’s needs and their shopping journey. Now is the era of the internet of things and shopping or browsing online while being in a physical store is expected. Marketers should view this as an opportunity rather than a sales cannibalisation risk between the stores, and maximise the potential with campaigns that have a marketing mix of digital and traditional advertising.
hawesandcurtis.co.uk
should view this as an opportunity 8 annual sourc e guide 2016
Shopping or browsing online while being in a physical store is expected now. Marketers
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