The approach

Following a substantial review of the market, it was determined that the market for stylish comfort shoes existed but was dominated at the high price point leaving an opening for Shoes Unlimited. A marketing strategy was developed which took into account the products, pricing, distribution and promotional tactics that all needed to be aligned.

At the lower price point, there wasn’t the ability to include substantial spend on look-books, fashion shoots and above-the-line media so the marketing approach needed to be clever, efficient and fit for purpose. Further the plan needed to take into consideration broad commercial factors such as available inventory, product lead times, cost of goods, average order value and lifetime value to determine spend.

ShoeLife was launched and managed by the internal team with Cure Collective engaged to support with online point-of-sale. After 12 months, ShoeLife outsourced the entire marketing function for the store to Cure Collective reporting into the CEO.

Cure Collective implemented an Agile approach with promotions being determined fortnightly based on stock and competitor activity. Product and promotional photography was undertaken by Cure Collective at speed and advertisements were tested, measured and optimised daily.