The high street fashion website Finery launched recently, and its pretty nice I think. To be fair, a brand founded by the former Fashion Director of ASOS and an ex-Topshop Design Director can’t really go wrong. I could sit here all night and chat about the website, but I’m going to focus on a detail that I really like – personalised persuasion tactics, or at least those that feel personal even though they’re actually so simple and generic to execute but feel so…. real.
1. The Free Gift
“Tell five of your friends about us and earn a gift worth £20. Just log in to invite them!”
What’s this lurking in the top left corner when I look for my shopping bag? A free gift? For me? You give me £20 if all I do is tell my friends? OK! And just like that, Finery gain new data, new visitors, more reach and probably a sale as well.
And its not even £20 cash, its probably a dustbag tenuously priced at £20. Finery – 1, Customer – 1 (so they think).
2. The Personal Discount
Really we’re just getting into semantics here because this promotion acts on the same principal as above, all things considered. But, what I like about this one is the constant reminder that you have a discount to spend – the bar rests at the bottom of the screen throughout the site.
Plus, by calling it ‘My Discount’ the visitor immediately takes ownership of it as something they need to use rather than just acknowledging it’s there if they want it.
To really push this concept into a joined-up strategy, I’d make one suggestion: Take the same message put it into a re-targeting display campaign. That way, the point they’re trying to make really won’t get forgotten and puts this somewhat tedious channel to good use. Maybe they already are doing this, but I haven’t come across it myself, having looked out for it.
While I’m not really here to talk about the fashion, I do have the urge to comment. It’s as if Finery filtered out all the tacky, trashy commercial crap that their former employers insist on churning out to take teenager’s pocket money, and left us with those odd gems that do take you by surprise on the high street. My one reservation: Judging by the usual quality at Topshop and ASOS, what does that mean for a brand that’s a fusion of both?