Tuesday, October 4, 2011

Friends and family sale

Late in August we held a Shoes of Prey Friends and Family Sale to see if we could sell some of the shoes that have been returned to us by customers, mainly where they don't fit so we've remade them in another size.

We held a mid week sale and sold $6,475 worth of shoes followed by a Saturday sale where we sold another $12,075 worth of shoes, a total of $18,550! This was about 200 pairs of shoes. Approximately 1 in 2 people who attended the sale made a purchase. The average customer who made a purchase, purchased 2 pairs of shoes.

We marketed using 6 different channels to spread word of the sale. On Saturday we tracked how purchasing customers had heard about the sale. The channels and % of customers who came through them were as follows:

  • Email to Sydney based Shoes of Prey account holders - 19%
  • Facebook ad targeting Sydney based fans of Shoes of Prey - 26%
  • Old school letterbox drop to 500 residences in the local Surry Hills area - 11%
  • Blog post on 22michaels.com - 7%
  • Posting the sale to various Sydney based online sale sites - 4%
  • We encouraged people to pass the sale on to their friends. We're not sure how the original friend heard about the sale, so this result should partly be spread across the previous 5 channels - 33%

All channels delivered a great ROI on the time spent on them, so we'll repeat them all next time.

Brand Impact
One of our initial concerns was that the sale might have a negative impact on our brand with customers devaluing the shoes after seeing them sold at a cheaper price. We helped negate the negative impact of this by only advertising the sale to people in Sydney. Based on comments from customers on the day, the sale, if anything had a positive impact on brand perception. A number of customers were thrilled to be able to come in to the office, try on the shoes and see the vast range of styles and colours we offer. Many said they now felt more comfortable to purchase from us online.

Customers could still see the added value that being able to design their own shoes offers them, they could clearly see the distinction between our ready made pairs and custom shoes and so the price difference is justified in their minds.

This approach won't scale as our business does, so we'll need to work out other methods for selling returned shoes in the future, but it should work nicely in the short term.

Cross posted to Power Retail.


  1. Fantastic result and I don't think it would have done any damage to your brand, as you suggested. Also congrats to Jodie for her win on Friday!