How Rituals gained more than 53K new customers with a 9 month plan around key commercial moments
How Rituals gained more than 53K new customers with a 9 month plan around key commercial moments
Together with Zalando Marketing Services(ZMS), Rituals executed a successful 9 month strategy encompassing the Holidays, Valentine’s Day, Earth Week, and Mother’s Day.
Together with Zalando Marketing Services(ZMS), Rituals executed a successful 9 month strategy encompassing the Holidays, Valentine’s Day, Earth Week, and Mother’s Day.
>152m
impressions
>53k
new customers
>1.7m
product views
The Story
Rituals has been a Zalando partner since 2018, and has been collaborating with ZMS since 2020. The collaboration with ZMS helped the brand rapidly increase its customer base on the platform. Rituals defines its purpose as transforming everyday routines into more meaningful moments. This was the message the brand wished to convey to Zalando customers in its 9 month plan with ZMS.
The Goal
Rituals goals were twofold with ZMS:
- The Rituals in-store experience is captivating, immersive and highly sensorial. The challenge, and goal, was to take the elevated, experience-led customer journey and bring it to life on Zalando.
- The brand wanted to further grow Rituals on Zalando and engage Zalando customers with the brand.
The Strategy
Creative
Togther with ZMS Creative, Rituals sought to digitalize the customer experience with evocative storytelling and visuals that unlock the essence of Rituals. Thus the creative concept for its Landing Page emphasized sensorial experiences like touch and smell, which you can see in the image to the left.
Media
Rituals’ media strategy with ZMS consisted of an “Always On” campaign, for visibility, and additional campaigns activated during key commercial moments aimed at generating customer interest especially around high-traffic gifting moments on site. Check out the marketing activities Rituals undertook with ZMS around each gifting moment below.
Commercial moments
The Holidays:
- ZMS Creative designed a Gift Guide landing page, to showcase Rituals’ beautiful gifting content and assortment.
- Rituals and ZMS created an engaging user journey on Zalando, leveraging various ad types along the customer shopping funnel.
- ZMS secured visibility for Rituals on the Zalando Gifting Hub, maximizing reach during this commercial event
Results:
- 13.4M Ad Impressions delivered
- Outstanding CTR of 8% on App Homepage Teaser.
- Extremely strong engagement rate across all ad types, indicating that the content and brand was highly relevant for a Zalando audience.
Valentine’s Day:
- Again, ZMS created an engaging user journey on Zalando, leveraging various ad types along the customer shopping funnel.
- ZMS secured visibility on the Zalando Valentine’s Hub, to maximize reach during this commercial event.
Results:
- 16M Ad Impressions delivered
- HP teaser CTR of 8.1%
Earth Week:
- The purpose of the campaign was to educate Zalando customers about Rituals’ sustainability efforts and the brand’s mission. ZMS highlighted the refill products in Rituals’ assortment, and encouraged customers to make more conscious choices.
- ZMS Creative designed a special Landing Page to convey this message.
- ZMS secured visibility across multiple touch points on Zalando, creating an inspiring user journey that drove engagement and consideration.
Results:
- 2.7M Delivered impressions.
- We observed a particularly strong engagement rate, with a CTR of 8.6%, which suggests that the Rituals’ sustainability message resonated very well with the Zalando audience.
Tips for Brands
- Education: Use the opportunity to educate customers about your products so they know what makes you stand out, and make it simple, if you make it complicated, you’ll lose people.
- Feel good factor: Make people feel good about themselves, ensure an excellent customer experience that mirrors the energy you curate in-store.
- Coherent storytelling: Ensure a dynamic story-telling concept that can be utilized across multiple touchpoints to maintain continuous customer engagement.
- Full funnel approach: Ensure that you have all parts of the funnel covered from awareness to conversion, and make sure you have both onsite and offsite covered too.
The Results
On top of the excellent results you can see above in the break down of each commercial moment, Rituals of course gained more than 53K new customers with its 9 month plan - an incredible achievement. If you’re a brand selling on Zalando and you want to achieve similar results, just reach out!
In Detail
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Founded in |
2000 |
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Categories |
Beauty |