The USA developed into a key market for MR PORTER as the brand experienced a significant growth in their North American customer base. Paid acquisition channels have been core to the expansion strategy, as the brand looks to make further inroads into the market and win share in a highly competitive segment of the retail market.
As a luxury retailer, MR PORTER holds only two promotional periods each year. It becomes crucial to get the marketing activity right during these periods to ensure it derives maximum value. Even the promotional periods themselves are complex, consisting of multiple offers, interspersed with periods of full pricing, creating a fast-moving environment to strategize for.
The combination of a short duration, a high intensity and the level of regional significance, meant that it was crucial for our campaign to deliver. With a previous focus on driving maximum revenue, our strategy evolved into prioritising efficiencies and maximising the net ROI.