Marlies Dekkers 2018 Black Friday campaign
Worldwide more consumers were shopping on mobile devices on Black Friday in 2018 than ever before. Leading lingerie brand Marlies Dekkers saw this opportunity coming and decided to put the mobile app in the frontline of their Black Friday multichannel strategy. The reasoning: app users convert higher than on any other channel. The goal: moving more customers to that channel so total sales will increase.
That’s why Marlies Dekkers launched the Black Friday sale campaign a day earlier in the app and communicated this message (“now in the app, tomorrow on the website“) across all their channels. This strategy resulted in an app traffic and download peak during the start of the sale that also stayed far above average from Black Friday until Cyber Monday.