This is part of a twelve-episode series, Beyond Black Friday, where we take a look at the marketing strategy behind three ecommerce brands who are doing things differently and are successful in keeping the momentum going through the holidays, some in non-conventional ways.
After a successful holiday season I went back to Sunski and chatted with Sunski’s Creative and Content Producer, Gretchen Wegrich to hear what was next for Sunski. Would they make any drastic changes or test new theories after finding such success with their holiday promotions?
For video highlights, check out the edited transcript below.
What’s Next for Sunski
Sunski is shifting our focus in the new year to tell some new, different stories through email. Rather than being overly focused on promotions and products, we’re really orienting the storytelling that we’re doing around a brand story. We really want to win the hearts and minds of our customers. Some of the ways that we plan to do that is by getting out into the community, having more events, and doing more in partnership with our wholesale partners. That’s going to generate a lot of our email content. So, we’re really excited about that, because it feels different and fresh for us.
These are real world events, so we are getting out in both the San Francisco community, as well as all across the US, doing everything from outdoor events, to music festivals, to popping up at hip retail shops across the US, especially in cities and communities where we know we have a great base of customers.
Experimenting with New Products
One of the things we learned about our customers in 2018 was that about 50% of our customers have children. We were really surprised by that, and we decided that it was the perfect time to launch and create our first line of kid’s sunglasses. So, that’s how Kidskis came to be. It’s two of our best selling styles made mini. During the Black Friday period, we created basically a segmentation strategy in order to reach the right customers, people with kids, at the right time.
How to Level Up Right Now
There’s no time like the today to begin your planning for the next year. Dive into our Post-Holiday Marketing Crash Course from the Klaviyo Academy and continue to keep up your sales momentum.Back to Blog Home