The Foschini Group (TFG) E-commerce says collaborating with agile online retail partners like Travelstart, SA Florist and Cybercellar is pivotal to future success, by inspiring customers, driving social engagement and generating revenue.
“Our recent collaboration with Travelstart resulted not only in record breaking customer registrations, increases in traffic and time browsing TFG sites, but also engagement on our social platforms which really expanded our communities,” says Robyn Cooke, head of e-commerce at TFG. Traffic to the TFG shopping sites increased around 8% as a direct result of this partnership.
The Travelstart collaboration saw online shoppers given the opportunity to win a trip for two to London including flights, accommodation and a R10 000 voucher to splurge on items for the trip.
TFG also partnered with SA Florist on a “We really, really like you” Valentine’s Day campaign, and more recently with Cybercellar in the lead up to Father’s Day, with shoppers eligible to win beer for their dad for a year.
“These collaborative campaigns expose the online TFG product offering to a wider audience through innovative experiences and exciting offers, providing customers with wider choice, better value and more convenience,” says Cooke. “The campaigns are also a two-way street with our partners also seeing great results in terms of revenue, traffic and social engagement.”
Cooke says results from the collaborations have consistently exceeded TFG’s expectations. While driving revenue is a leading objective, watching customers engage with TFG brands in ways never before seen has been the most surprising outcome.
“TFG prides itself in being a customer obsessed retailer, and because our customers love innovation, TFG will continue to explore opportunities to collaborate with the best South Africa has to offer,” says Cooke.