Fashion forward thinking
The Casual Company, an Irish fashion label, focuses on creating comfortable, chic designs through their clothing and accessories. Despite a strong product line and brand ethos, they faced challenges with abandoned shopping carts representing substantial lost revenue. Additionally, they needed more effective strategies for capitalising on first-purchase momentum and rewarding customer loyalty, as marketing channels became increasingly saturated and less effective at driving meaningful engagement.
Fashionable follow-up
Paperplanes crafted a direct mail strategy targeting three key customer segments: abandoned basket recovery, VIP welcome programmes for new customers, and winback campaigns for lapsed shoppers. Each mailing was personalised to reflect The Casual Company’s brand aesthetics while creating compelling reasons to return to site. The abandoned basket campaigns featured exclusive offers, and winback communications highlighted new collections most relevant to previous purchase history.
Stylish success
The results were exceptional across all segments, with the abandoned basket recovery achieving a remarkable 26.3% conversion rate. These recovered baskets showed a 124% increase in Average Basket Value compared to standard transactions. The VIP welcome strategy delivered a 33.7% conversion rate, even the winback campaign achieved a significant 4.8% conversion rate from previously inactive customers, demonstrating direct mail’s effectiveness across the entire customer lifecycle.
