As holiday seasons draw many customers, online fashion retailers like Rosegal, Nastydress, DressLily and ASOS, have employed innovative strategies to attract customers and retain them, apart from offering quality accessories and apparel accessories at bargain prices.
Some of the strategies employed were:
1. Nastydress—created a fashion campaign called “The Sexy Lingerie Fashion Show 2016.” It was launched on December 1, 2016 and ran through the whole of December. Nastydress used this campaign to announce sizzling deals which helped to improve customer walk-ins.
2. DressLily—launched an initiative called “Invite Your Friends” in the most festive month of 2016, where it was very successful. DressLily fixed some issues about clarity of rules in this initiative, redesigned the program flow and the customer interaction and then relaunched it to gain more sales.
3. Rosegal—offers niche products like vintage dresses. In 2016, it launched a special section for “Christmas Jewelry” where some jewelry items were priced less than a Dollar. It also launched a promotional campaign called “The Holiday Shop-Get Party Ready” which was highly appreciated.
4. ASOS—a UK-based eCommerce bargain bin launched “Gift your Secret Santa or S/O with fresh tech cases” program. It also launched a new category called “Christmas” to its Navigation Bar for shopping Christmas accessories and apparels.
