Case Study: The Multi-Channel Digital Marketing Strategy That Supported MyClothing’s Peak Sales Season

MyClothing is the UK’s largest school uniform provider. With an ambitious 2-3 year growth goal in their sights, the MyClothing team engaged Swanky’s ecommerce growth specialists to provide a range of cross-channel services.

We have since been supporting the growth of MyClothing’s online store with digital marketing activities and UX improvements.

This case study will explore each of these areas in more detail, comparing the performance of MyClothing’s 2024 peak season with that of 2023.

Digital marketing audit

Our work with MyClothing began with a detailed digital marketing audit of the following platforms:

• Google Analytics
• Google Ads
• Meta
• Klaviyo

The audit provided a comprehensive evaluation of MyClothing’s current strategies and performance across these channels, helping to identify strengths, weaknesses and opportunities for improvement.

We leveraged the insights gathered throughout the audit to generate data-informed recommendations, which were presented to our client in a prioritised roadmap.

Alongside a multi-channel digital marketing proposal, we also recommended a series of activities to improve the user experience for MyClothing’s online shoppers. Implementing digital marketing and on-site improvements in tandem is crucial for driving both traffic and conversions. Digital marketing spend can be wasted if a poor on-site UX leads visitors to leave without converting.

Paid ads

Google

With our audit identifying little year-on-year growth across Google Ads campaigns, as well as limited optimisations deployed across the account, we recognised significant untapped growth potential on this particular channel.

MyClothing’s brand campaigns were strong, however, there was limited visibility of its product offering for top-of-funnel (TOF) searches. Prior to peak season, we rebuilt and restructured many of the existing campaigns for optimal performance.

We launched a full-funnel campaign plan across Search and Performance Max (PMax), with a focus on increasing impression share in the market and improving account growth. Ads were served via PMax across all of Google’s placements, including Shopping, YouTube, Discover and Gmail.

Examples of the types of ads served on Google.

Results of Google Ads overhaul

When comparing Google Ads performance across MyClothing’s 2024 peak season (July-September) with that of 2023, we identified growth across the following metrics:

• Impression share for the account increased by 48%.

• Traffic coming through Google Ads increased by 64% (representing the highest traffic growth of any channel).

• The number of purchases attributed to this channel saw an 11% uplift.

• Revenue through Google Ads saw a 22% uplift.

Meta

Following our audit, we focused on a number of ‘quick win’ actions designed to deliver a swift and positive impact.

We identified an opportunity to introduce retargeting at the middle of the funnel (MOF) to help nurture potential customers through their journey. We therefore created MOF campaigns targeting social engagers and website visitors who have not yet purchased.

These were based on newly designed static image assets that focused on the benefits of ordering school uniforms from MyClothing and provided social proof to encourage action. Social proof can be a highly effective tool for building trust amongst cautious consumers and spurring conversions.

Examples of MOF ads on Meta, featuring social proof.

Meanwhile, at the bottom of the funnel (BOF), we launched a targeted abandoned checkout campaign and introduced promotional images focused on discounts and free delivery.

Another key focus has been the introduction of lead generation campaigns, retargeting site visitors with an incentive to sign up to MyClothing’s email list. Leads can then be nurtured towards a purchase via email.

Results of Meta optimisation

A comparison of Meta metrics across MyClothing’s 2024 peak season versus its 2023 peak season revealed:

• a 112% increase in link clicks (+24% click-through rate);

• double the number of purchases attributed to this channel;

• a 113% increase in revenue;

• a 29% improvement in ROAS, reaching a record 27.3x; and

• an 18% decrease in cost per acquisition (CPA).

The jump in ROAS reflects how efficiently our team is turning ad investment into revenue on Meta. Combined with the decrease in CPA, this highlights our ability to generate more conversions at a lower cost, further amplifying the effectiveness of our ad spend.

Klaviyo email marketing

As an official Klaviyo partner, we help brands harness the power of the Klaviyo platform and unlock the full potential of email marketing.

For MyClothing, we consulted on and implemented a range of Klaviyo campaign improvements, designed to improve efficiency, enhance the experience for recipients, and increase revenue. These included:

• Creating modular email templates to increase the speed and ease at which campaigns can be built. These use drag-and-drop blocks for convenience.

• Redesigning email templates to be mobile-friendly and better aligned with brand guidelines.

• Adding personalised recommendations based on recently viewed items.

• Implementing sign-up forms on-site.

• Updating MyClothing’s welcome email flow using new templates and Klaviyo best practices.

You can read more about these improvements in our case study about optimising MyClothing’s Klaviyo email campaigns.

Results of Klaviyo support

When comparing year-on-year Klaviyo metrics for peak season, we identified the following uplifts:

• Traffic coming through email increased by 38%.

• Total revenue attributed to Klaviyo increased by 10%.

• Flow revenue increased by more than 200%, driven by improvements in the welcome series.

On-site UX/UI improvements

As discussed, we identified various opportunities for improving user experience across the MyClothing ecommerce site.

Just a few of the various on-site improvements we implemented to prepare for peak season included:

• Removing friction from the user journey to help customers find the right product more quickly, with direct access to product pages.

• Building trust on the homepage by better communicating brand USPs and creating a more professional look and feel (as seen in the snapshot below).

• Improving clarity of call to action (CTA) buttons across the homepage, helping guide users along the path to purchase.

• Improving filtering on collection pages to enhance product discoverability (school, gender and product type filters shown in an example below).

• Creating consistency between mobile and desktop navigation to reduce possible confusion and make it easier to track user behaviour.

• Organising key information on product pages into an accordion format as see below – thereby minimising visual clutter on the page and reducing cognitive load.

Overall YoY peak season comparison

Overall, when comparing July-September 2024 with the same period the year before, our multi-channel digital marketing strategy contributed to:

• a 33% increase in sessions on the MyClothing website; and
• a 9% increase in revenue.

Crucially, by optimising MyClothing’s digital marketing channels alongside the brand’s ecommerce store, we have helped create a much more robust foundation for online selling.

Kelwin Heighton, Group Finance Director at MyClothing, echoed this sentiment, commenting:

“With Swanky, we have made substantial leaps forward in our overall ecommerce position.”

We now look forward to leveraging our learnings from peak season 2024 to refine our full-funnel, cross-channel strategy and continue driving online growth for MyClothing.

Discuss your multi-channel digital marketing strategy with our ecommerce growth team

Swanky’s team of ecommerce digital marketing experts are passionate about delivering growth at every stage of the funnel, across a range of channels. We leverage our knowledge and experience to plan and implement a multi-channel digital marketing strategy designed to elevate our clients’ results, increase ROAS and exceed business growth objectives.

To discuss your digital marketing project, or any of the themes in this case study, with our team, get in touch today.