From Home Furnishing Business
Abbyson’s Digital Strategy Drives 40% Increase in Sales
Momentum from Abbyson’s recently bolstered digital strategies has resulted in a 40% increase in sales volume compared to last year, in the period between Black Friday and Cyber Monday.
Highlights of the companies digital initiatives included: integrated product and sale promotions with e-commerce retail trading partners; expansion of Abbyson.com with more mobile friendly features; the launch of seasonal Gift Guides connected to lifestyle trends and color palettes; delivering a more "shoppable experience" for users through a “Like 2 Have It” portal; and nurturing interactions with actual customers and communities including a new influencer initiative, #FallinLovewithAbbyson.
“Defining ourselves as a digital-friendly, millennial-savvy brand has never been more important in reaching new consumers and has been a long-time focus for Abbyson,” said Yavar Rafieha, president.
“As a brand, we are emphasizing those values by delivering more digital tools and higher quality content, increased interaction with real Abbyson customers, and aligning with lifestyle leaders—all while supporting our retail partners — with deeper integration and connectivity online,” Rafieha continued.
“The results of this bolstered effort have been well received as our growth in social media, online interactions and sales have dramatically increased, most recently with our best-ever Black Friday and Cyber Monday.”
In its first social influencer campaign, #FallinLovewithAbbyson, the company partnered with more than a dozen select voices whose platforms vary across lifestyle, aesthetic and geography, with the goal of inspiring their followers — a collective reach of a quarter-million followers, according to the company — to feather their nest during the fall season and get their homes holiday-ready.
“We’ve worked with a range of lifestyle influencers on this campaign—from interior designers to fashion and mom bloggers—not to mention across a spectrum of aesthetics and styles, be it boho chic, farmhouse or midcentury modern. This diversity speaks to the accessibility of our products and the eclectic style of our line, now reaching a broad cross-section of hundreds of thousands of consumers who can fall in love with Abbyson,” added Rafieha.