The fashion fade-out
iClothing, one of Ireland’s fastest-growing online fashion brands, offers the freshest styles with next-day delivery options. They faced significant challenges with abandoned baskets representing substantial lost revenue. As digital marketing channels became increasingly saturated and less effective, they sought innovative ways to recover these potential sales. Through a partnership between AnPost and Paperplanes, iClothing explored whether integrating direct mail touchpoints into their otherwise digital customer journey could drive incremental value.
Strategic reengagement
Paperplanes teamed up with AnPost and iClothing to implement a strategy focused on abandoned basket recovery. Our technology was integrated onto iClothing’s website to identify abandoned baskets, capture delivery addresses, track products browsed, and establish personalised product recommendations. This enabled the creation of highly targeted mailings that not only reminded customers of items left in basket but also suggested complementary products based on browsing behaviour, all delivered through AnPost’s established delivery network.
Stylish success
The results highlighted the impact of physical touchpoints in the digital customer journey, with 14% of mailed customer baskets being successfully recovered. Engagement metrics showed mailed customers spending 10% longer on-site and browsing 10% more product pages than non-mailed customers. The campaign delivered a 50% sales uplift from the mailed universe as a direct result of Paperplanes’ intervention. Most impressively, the strategy achieved a €5.50 return for every €1 invested, proving the exceptional ROI of programmatic direct mail even during challenging economic conditions.
