Leather Artisanship
How to Adapt in the Post Covid-19 World
Executive Summary
Djien Pte Ltd was established in 1994 for the sole purpose of retailing high-quality Italian shoes. Home-grown in Singapore, Alessandro Shoes began with the launch of their own private label – ALESSANDRO that is made in Italy. Since its inception, Alessandro Shoes continues to provide collections of high-quality and elegant footwear – carefully handcrafted using only the best materials. Today, Alessandro Shoes is a multi-brand retailer and distributor of Fine European Men’s shoes and leather accessories. Brands previously carried in their portfolio include Alberto Guardini, Bruno Magli, Cesare Paciotti, Magnanni, and Moreschi Shoes. They are currently the sole distributor for SANDERS (UK) Goodyear welted shoes and MARIO MINARDI shoes in Singapore. Today, Djien has a physical retail store at Takashimaya.
Customer Segmentation
The target audience of Djien (Alessandro Shoes) is male professionals with a high taste in fine leather shoes and goods, age between 35-55 with disposable income. This is also the age band of customers with higher spending power.
Challenges
When the Covid-19 pandemic struck, there was a drop in demand and footfall traffic. Djien’s situation was further worsened when their capital was threatened after their flagship store at Heeren Robinsons closed. Social media marketing became the tool they turned to that could maintain and increase engagement with their customers.
The Solution
Employing social media marketing strategies across the current social media platforms they are using (Facebook and Instagram) to attract awareness and engagement with both their retail store and e-Commerce website.
The Result
Despite spending only $323 on each campaign, they easily converted their ads into greater sales within a span of one month.
Within 18 days of the first campaign Four Media ran for them, Djien acquired $8.1k worth of sales in total with more sales attributed from their physical store. As there was a promotion for their natural cedarwood shoe tree, the ads for the BOGO TREE2t converted $196 worth of sales from 3 add to carts.
Within the last 2 weeks of December 2020 when their second campaign ran, Djien acquired $8.2k worth of sales in total with more sales attributed from their physical store. As there was a promotion for their natural cedarwood shoe tree, the ads for the BOGO TREE2t converted $392 worth of sales from 3 add to carts.
After DMP engagement with Four Media, there were increases in conversion rate by 240%, in-store visits through online by 25%, and in total online revenue by 85.3% – all based on past performance.
WHAT DID FOUR MEDIA DELIVER?
• Facebook • Instagram •
- Content Creation
- Graphic Design
- 2 x Online Campaigns
- 6-month Campaign & Content Calendar
- Standard Operating Procedure (Ad Matrix | Campaign Deck)
- Search Engine Optimization
- DMP Training (Content Marketing | Social Media Marketing | Email Marketing | Facebook & Social Media Advertisement)
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