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Discovery Drives 36% Higher AOV than Display for Cutting-Edge Fashion Retailer
Image Credit  Alex Holyoake Creative Commons license

Discovery Drives 36% Higher AOV than Display for Cutting-Edge Fashion Retailer

Reiss is a modern, global brand that offers highly coveted, fashion forward womenswear and menswear. The highly stylised Reiss blog contains a wealth of high-quality editorial content including image rich posts, lookbooks, videos and collections. Packed with beautiful imagery and quality insight all Reiss content is created by its in-house content team and various content partnerships.

Challenge

Working closely with their digital media-buying agency Threepipe, Reiss wanted to drive traffic to its high impact blog pages. It was also keen to test and determine whether users that were driven to content rich pages would convert to purchasing.

Solution

To drive the reach and discovery of its blog content and to boost engagement amongst its target audience, Threepipe and Reiss worked with content discovery platform Outbrain. Reiss content was amplified across the Outbrain network and delivered across desktop, tablet and mobile to readers who were most likely to be interested in it, drawing on the discovery network’s sophisticated and proprietary algorithms. Outbrain also worked closely with Threepipe, offering support and training to ensure the Reiss campaign ran smoothly and was successful in driving exposure and engaged consumers.

Process

The Reiss content strategy consisted of daily blog instalments created and managed by the Reiss team. These were hugely varied and ranged from the Top 10: Icons of beach style, marrying fashion influences from the past with seasonality, through to time sensitive posts that informed purchase decisions e.g. the AW14 Notebook. Reiss also regularly posted content from its pool of expert contributors, including: Lurch Hound Loves wears Reiss. In total, Reiss has created 77 blog entries to date, embracing women’s wear, men’s wear, look-books, trendstyle-rules, inspirations and content from fashion bloggers and celebrity contributors. Outbrain now forms part of Reiss’ “always on” digital strategy.

Results

Reiss uses Outbrain to drive high-value interaction and sales. Outbrain outperformed all other platforms in driving customers that converted to high value sales. Content that performed particularly well combined timely trends with recommendations on what to wear.

  • +36% higher average order value compared to display media.
  • 66 million+ impressions served
  • 87k+ clicks to blog

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