of total digital revenue driven by Wunderkind email
of total digital revenue driven by Wunderkind Texts alone
YoY growth in revenue driven by Wunderkind
Aaron Detrick, VP of Digital at rag & bone
Since 2002, New York-based luxury brand rag & bone has distinguished itself by combining British heritage with directional, modern design. While traditionally focusing on wholesale, the rise of direct-to-consumer brands in the market led rag & bone to seek a new way to connect with their shoppers. But growing DTC presented new, unfamiliar challenges. The team at rag & bone found that the most popular paid channels favored the lower price points of these competitive startups.
“There’s a lot of challenges that come along with trying to transition from a wholesale-led model to a more DTC focused one,” explained Aaron Detrick, VP of Digital at rag & bone. “You’re competing with these DTC, digital-first companies who are inherently born with different ways of working, and frankly, often have cheaper products. In luxury, acquiring customers and dealing with the conversion rates that come at such a high-price-point business is very different.” They identified abandonment emails as a cost-effective way to convert customers in the luxury market, but with only an 8% identification rate, limited scale kept that channel from being a true difference maker.
So, rag & bone turned to Wunderkind to better identify, understand and directly remarket to their onsite shoppers. Now, the brand is able to identify over 40% of their site traffic and send personalized triggered emails that help push shoppers down the conversion funnel. Importantly, these personalized messages are integrated with Salesforce Marketing Cloud so rag & bone has insight into the full customer journey. “Wunderkind’s key benefit is identification,” Detrick said. “With Wunderkind, we can remarket to shoppers in a relevant, personal, and timely way. Our volume of connections with our shoppers has gone way up because of the identification that Wunderkind brings to our online business.”
Following the success of Wunderkind in their email channel, the rag & bone team decided to expand the partnership with the launch of text messaging as well. The team was attracted to Wunderkind’s ability to be more selective in deciding when a customer was prompted to opt into text. With more robust identification and segmentation, Wunderkind could help replicate the premium experience of their stores on their website, while growing both email and text alongside each other.
Using Wunderkind’s identity network and hands-on expertise, rag & bone increased triggered email reach by 3.7x and revenue by 6.6x over the brand’s previous solution. Today Wunderkind drives 20.3% of total digital revenue for the brand, with over 9.8% of that revenue coming from text messages alone. Importantly, their email channel continued to grow even after the launch of text message marketing, proving the value of a channel-agnostic partner.