Zulily

Objectives

Revive a once-proud brand and give people a reason to shop there beyond price promotion

Marketing strategy

Focus marketing efforts on the needs of the Opportunistic Shopper — the growth audience that responds best to what the brand has to offer. We emphasized the unique experience of shopping on the site, namely the thrill of the hunt, the dynamic site experience, rather than simply products and price points

Results

  • The whole organization and partner agencies now actively design for and market to one, consistent audience that drives business growth
  • In the first half of 2018, revenue increased 17 percent and its customer base grew 24 percent
  • Creative pre-testing shows positive impact on brand awareness and perception

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