Like most fashion stores, sales campaigns are great opportunities for Sunglass LA to boost up their revenue & increase customer relations. But it isn’t all sunshine and rainbows for them: Launching campaigns & getting the words out to their target audience had become too much of a manual process.
A look at Sunglass LA’s Black Friday in 2019
Over the week of Black Friday‘s big sales campaign, Sunglass LA had its eyes set on multiple discount programs for each group of customers based on their total lifetime spending. This required the team to execute quite a few challenging and arduous tasks, including:
- Continually publishing & switching banner ads on the website every hour for many different discount programs;
- Reorganizing and grouping each order that a customer had ever purchased in the store, and then calculating the total lifetime spending for each customer.
- Segmenting the customer base into three main groups based on their total spending: Platinum (> $5000) – Gold (> $2000 and < $5000) – Silver (< $2000)
- Applying different discount percentages (30% – 50% – 70%) for multiple product categories
“We truly had a painful time of manually executing all the tedious and repetitive tasks over and over again.”
Viet Tran – CEO, SunglassLA
In 2020’s Summer Sales campaign, the team didn’t take any chances
What Sunglass LA needed for their biggest sales campaign yet was an automation tool that helped reorganize the store’s data and automate repetitive tasks. And they found exactly what they needed in Atom8 – The Commerce Automation Platform. With less than 10 minutes of workflow setup, the team was able to automate all the tedious tasks of the whole Summer Sales campaign.
The Solution from Atom8
Auto-publish/unpublish content on the website (themes, blog posts, banners, etc.)
Pre-schedule switches between 12 website banners for 12 different offers & deals, once every 2 hours throughout the whole campaign.
Customer Management & Segmentation
Auto-segment customers based on different criteria
Accumulate all orders purchased, then calculate the total lifetime spending for each customer. Auto-tag customers with different attributes based on the total lifetime spending: Platinum (> $5000) – Gold (> $2000 and < $5000) – Silver (< $2000).
Email Marketing Trigger
Auto-segment customers & send automated “thank-you” emails via Mailchimp after each Summer Sales campaign purchase on the store. Then, schedule sending after-sales emails with more relevant content & promo for the following campaign.
Auto-publish & promote products (Product info, category, price, etc.)
Auto-publish product category “Summer Sales campaign” on the website. Then, apply 2 discount types of 50% & 70% for different product SKUs
Auto-export order data to a Google Spreadsheet
Export order metrics (products, quantity, customer’s address, etc.) to categorize orders and optimize the fulfillment process.
Viet Tran and his team at Sunglass LA reduced many hours of manual work and saved up to 30% on operational cost during monthly sales week. By applying Atom8 for the Summer Sales campaign, the company achieved:
- $24,200 in additional revenue
- $2,000 saved for human resource over-time expense
“Business scale & operational costs are parallel,” says Viet Tran, “Atom8 really provides the automation solution that allows us to spend less and still assures the business growth.”
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