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Express caters to contemporary men with whiskey subscriptionsBy
Contemporary fast fashion retailer Express is weaving together aspects of a sophisticated lifestyle to cater to its audience of modern men through a whiskey club integration, gift cards, social posts and an email campaign.
Whiskey subscription service Taster’s Club is partnering with Express to provide an experience highly tailored to a young, sophisticated male audience through mobile-optimized email and social marketing, gift cards and discounts. Express and Taster’s Club are offering a bundle deal for new members to onboard new customers from each respective audience.
Whiskey and style
Express is catering to the whiskey fan to drive sales with new and old customers. The two are working together to intersect audience and create a mutually beneficial campaign.
Subscribers of Express’ email chain have received emails urging whiskey fans to sign up for Taster’s Club at a discounted price and receive an Express gift card. Posts on social media are supporting the mobile-optimized email campaign as well.
Users click on the links to be taken to the online hub for the Express/Taster’s Club campaign and can sign up without having to switch to desktop, ushering in spur-of-the-moment sales.
For a limited time, interested consumers can sign up for Taster’s Club for $90 and receive a $25 gift card to Express, a value of $109 together. The subscription gets users a wide range of whiskey resources and information, as well as one specially picked bottle a month.
Upon first-time sign up, members will receive a Whiskey101 course, which includes information such as whiskey profiles, tasting notes, production techniques and style guides. After the first time, subscribers will be charged $69 monthly and receive a new bottle of whiskey every month.
Taster’s Club does not announced the monthly whiskey ahead of time, so recipients will be surprised each month.
— EXPRESS (@express) January 26, 2017
Expressing mobile fortitude
Express is often leveraging mobile tactics to onboard new customers and to excite current ones. The retailer recently exemplified how retailers can drive in-store shopping with Snapchat via a call-to-action prompting followers to screenshot a mobile-optimized checklist of festival fashions.
The apparel brand drove last year’s spring collection sales through the photo-sharing platform by showing off a festival-ready outfit along with product descriptions, and encouraging users to visit a store to cross off the checklist. While Express created a dialogue with followers, it is also showing off buzzworthy products and a call-to-action, getting fans in its actual stores (see more).
The apparel retailer also relied on artfully curated Instagram posts to inspire last-minute holiday shoppers to click the link in its account bio and peruse mobile-optimized gift guides for men and women.
As crunch time for holiday shopping arrived in full force, consumers still in need of presents for loved ones are frequently browsing social media for seeds of gifting inspiration. Express drove its Instagram followers to its mobile site by asking users to click the link in its bio and shop the curated top products featured in its holiday gift guides, suggesting that all major retailers should be engaging in the same tactic to bolster last-minute sales (see more).
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