Industry: Direct to consumer children’s clothing company
Size: $10-$50 Million
Multi-year Digital Transformation: Sophelle provided fractional leadership at the CMO and Director levels.
THE OPPORTUNITY
In the rapidly evolving online retail landscape, many online brands – such as Marie Nicole Clothing face significant challenges. After several years of significant sales and profitability growth, fueled by inexpensive reach via social media and pandemic-related online shopping habits, the brand now grapples with rising customer acquisition costs and diminishing organic reach. This shift has resulted in slipping topline sales and profitability. To address these challenges, Marie Nicole Clothing sought a partner to develop not only new digital marketing strategies, but also to recommend and help execute new holistic business strategies to restore profitable growth.
“Marie Nicole Clothing had built a great business with a loyal customer base, but it had become too dependent on paid media for traffic, and uneven product selling led to too many stockouts and overstocks. The company engaged with us to address the constraints on profitability, while still maintaining an upward topline growth trajectory.”
Dan Sackrowitz
Practice Leader – eCommerce Profitability, Sophelle
THE APPROACH
- COMPREHENSIVE P&L REVIEW: Analyzed the full profit and loss statement to understand product margins and unit economics, revealing limitations in traditional ROAS metrics used by digital marketers.
- DIGITAL MARKETING STRATEGY: Developed a robust digital marketing strategy and facilitated agency selection, to align outreach efforts with corporate goals.
- FRACTIONAL RESOURCES: Introduced fractional resources, including a website merchandiser, to optimize product sales, margin, browse-to-buy ratios and sell-thrus, boosting both conversion rate and AOV.
- OPERATIONAL EXPERTISE: Engaged COO expertise to negotiate favorable shipping rates with FedEx and UPS, improving overall cost efficiency.
- SHOPIFY DEVELOPMENT: Selected and managed a new Shopify development agency to streamline operations and enhance the online shopping experience.
- STRATEGIC ALIGNMENT: Fostered collaboration between the CMO, CFO, and CTO to ensure cohesive decision-making and alignment with corporate objectives.
THE RESULTS
NEW ANALYTICS STACK: Implemented a new analytics stack to provide deeper insights into business performance and unit profitability.
REPORTING CADENCE: Established a new daily and weekly reporting cadence for effective management of day-to-day activities.
ELEVATED WEBSITE MERCHANDISING: Established a new approach to promotional planning and digital product merchandising; integrated website merchandising into the optimization of the Google and Meta channels.
Ready to transform your business?
Contact Sophelle today and let’s create exceptional customer experiences together.
