SPOKE London, the bespoke menswear brand, has increased its digital revenue by 6% by partnering with Wunderkind, the leading performance marketing engine driving personalization at scale.
Since launching in 2014, SPOKE has grown from niche retailer to market leader, combining bespoke tailoring with ready-to-wear to offer personalized style, fit and true craftsmanship, but without the cost and the hassle of traditional clothing. Its collections come as standard in a wide assortment of sizes and shapes, with each garment finished to measure, providing its customers with garments that truly fit them.
With increased demand for its bespoke apparel, largely driven by digital acceleration and a growing call for bespoke workwear following the return to office life, SPOKE recognized the need to improve its engagement strategy customer to take advantage of this opportunity. To achieve this, SPOKE knew it needed to develop its own marketable database and optimize its first-party data to drive customer engagement and improve personalization to drive conversions and increase loyalty.
Sullivan Gimaret, Head of Growth at SPOKE London, said: “As a brand whose offering is all about customization, putting customers’ unique fit at the center of our digital experiences, we wanted to ensure that this personal touch level interaction was built into every touchpoint of the buyer’s journey to purchase. This meant looking at how we were developing and using first-party data to improve and personalize the customer experience.”
Through a partnership with Wunderkind, SPOKE has expanded its registration database with onsite email capture integrated into the purchase journey across various digital touchpoints. Leveraging Wunderkind’s identity resolution technology to optimize an improved welcome series for new shoppers and to re-engage existing customers, SPOKE is now able to recognize customer intent and understand behaviors. The technology allows the company to create personalized communications, focusing on everything from cart abandonment to stock updates, price drop notifications to personalized recommendations.
In just 6 months, SPOKE London increased its internal audiences by 150% compared to its initial target, thus contributing significantly to the improvement of digital performance. Wunderkind is now the 3 of SPOKErd the highest paying channel in Google Analytics and significantly increased the company’s total digital revenue, resulting in a 27x increase in revenue performance and a 30x increase in last click revenue, compared to the legacy solution.
“We saw significant increases in our email capture and triggered email performance with Wunderkind,” Gimaret added. “By offering a 16x ROAS, Wunderkind has become one of our most effective channels, playing an important role in our growth.”
Wulfric Light-Wilkinson, GM EMEA at Wunderkind International, commented: “SPOKE London is one of the best examples of a brand embracing customer focus at every level of its operations. By treating each customer as an individual and providing everyone with a personalized experience they truly enjoy, the company has built a loyal and dedicated following of SPOKE advocates. Through extensive personalization of its product offering at each touchpoint, SPOKE has evolved its offering to truly meet consumer needs. We’re thrilled to have played a part in SPOKE’s journey.”