HAGGAR Back-in-Stock Journey

Stylish back in stock campaign makes a big impression

THE TARGET

Haggar®, a men’s clothing company, wanted to keep customers who had signed up to receive notifications updated on the status of back-in-stock items.

THE CHALLENGE

Make customers feel valued even when made to wait—especially if the item they want is taking longer than expected to be restocked or, in rare instances, won’t be available. Then, encourage customers to purchase the item they’ve waited for as well as additional recommended items.

THE ANSWER

This would be the first time for Haggar® to interact with customers about restocked items, so to ensure a seamless and friendly experience, our team sought to:

Develop a journey consisting of a website overlay to sign up for notifications and four emails.

Engage customers when they sign up, alert them when their item has been restocked, apologize for a prolonged wait or if the item becomes unavailable.

Create special, situation-specific offers for each step of the journey.

Tie all together with sleek designs, data-backed copy, and dynamic, personalized content.

THE WORK

We studied historical data to develop a creative approach. Customers feel valued with dynamic content like first name personalization, images of the exact item they want, and recommendations to complete their look in each of the four communications.

Crafting warm, clear copy that highlights the customer’s item and offer.

Using strategically tiered offers to offset any frustrations about wait times or item availability.

All in sharp, image-forward designs that invite engagement on Facebook and Instagram and in customer’s inbox.

THE RESULTS

Compared to Haggar® trigger programs, our Back in Stock Journey was an incredible success. It produced an overall Open Rate lift of 54.6% and a stellar Click to Open Rate lift of 66.7%. Even better, an 8.1% and 80.1% lift in revenue per conversion and revenue per email, respectively, as well as a 135% Click Through Rate lift! Put simply, so many more customers enjoyed the great quality, craftsmanship, and style that has defined Haggar® for over 90 years.