Case Study: Indochino Goes Small, Grows Big
Location, location, location. Realtors know the mantra, and so does Vancouver-based bespoke men’s suit retailer Indochino.
Originally an online-only clothier, Indochino noticed increased sales the moment it created a brick-and-mortar location. Now with 20 showrooms across North America and 18 more coming this year, its tales of success are longer than the tails on its tuxedo jackets.
Challenge: Drive in-store bookings
- 800 showroom bookings
- 340,000+ unique visitors to hyperlocal landing pages
- 77% YOY growth in in-store bookings
“Retail is now a significant driver of new customer growth, generating over 50 percent of our overall sales,” says Lisa Craveiro, Indochino’s director of acquisition.
But it wasn’t always that way.
In April 2014, just before hiring Vancouver-based marketing landing page builder and conversion platform Unbounce, Indochino was losing interested consumers who’d clicked on paid ads because they landed on a generic webpage.
Unbounce created hyperlocal landing pages to direct customers to Indochino’s showrooms, and sales flourished — including increasing the online revenue.
“Unbounce has allowed us to target specific audiences with localized messaging so that they arrive at our website fully informed,” Craveiro says. “This greatly increases the likelihood of booking an appointment, converting a lead into a sale, and has contributed to a 77 percent growth in showroom appointments year over year.”
She says the city-specific messaging and the call to action spur foot traffic, which has another benefit.
“We’ve also discovered that customers who visit our showrooms tend to spend more than online-only customers, over time,” Craveiro says. “This difference is likely due to the personalized, hands-on experience we offer in-store.”
That means the store customers, 70 percent of whom are buying from Indochino for the first time, now have measurements they can use when ordering online.
And it means hyperlocal landing pages put Indochino sales into hyperdrive.