Lord & Taylor's Digital Comeback Captivates Online Shoppers After Marketing Revamp
America’s first-ever luxury department store faced a monumental task: a complete digital relaunch. Acquisition and growth strategies needed to be rebuilt without brick-and-mortar stores, while tactics that held back the traditional business needed to be identified and relinquished.
Power Digital redefined Lord & Taylor’s customer base and implemented the ideal marketing mix to reposition this legacy brand for the modern consumer. Here’s how:
– An omnichannel marketing strategy
– Rigorous audience & creative testing
– Dedicated product category & brand testing
– Incrementality testing & measurement
– A value-based acquisition strategy focused on high AOV/LTV customers
Power Digital’s strategy of driving qualified traffic through proven creative transformed Lord & Taylor’s digital platform and business. The results included a stunning Black Friday period performance with a +151% increase in overall GA revenue YoY, a +397% increase in paid iROAS YoY and a +268% increase in overall iROAS YoY.
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