Challenge
When pop culture and collectibles retailer Zavvi entered the Australian market, the number one priority was securing brand exposure.
The global e-tailer sells merchandise from major franchises like Star Wars, Marvel Comics, as well as popular Lego kits.
Zavvi e-commerce account executive Raedmund Bristow Gibbons knew that once Australians discovered Zavvi, which is the market leader when it comes to price and range, they would choose to shop there.
But, first, Zavvi had to grow brand exposure - which is where Cashrewards came in.
“Cashrewards are really organised, really friendly. They go above and beyond to implement everything. You can rely on them to follow through with what they’ve planned. Cashrewards helps me meet my overall revenue number and it’s going to accelerate our growth in Australia.” - E-commerce account executive, Raedmund Bristow Gibbons.
Solution
“Cashrewards was the perfect cashback partner to work with, especially off the back of their strategic relationship with ANZ Bank, resulting in Cashrewards Max. By promoting our cashback rewards on their website, we drove a lot of traffic to our site,” says Bristow Gibbons. This, in turn, achieved Zavvi’s key objective of brand exposure.
Together, Zavvi and Cashrewards formulated a series of bespoke, optimised cashback offers between August and November 2021.
These included a Father’s Day promotion in August, a Lego cashback offer, which was structured to attract new customers, as well as a promotion around Zavvi’s birthday. All the campaigns were promoted across Cashrewards’ channels, including email and social media. The partnership was further amplified by the Cashrewards Max offering, which accesses ANZ cardholders.
Results
The result? A 1,108 per cent increase in year-on-year revenue, a 496 per cent average increase in monthly revenue and a 272 per cent increase in average order value.
The partnership with Cashrewards also delivered a 484 per cent increase in new monthly customers, which set up Zavvi well as it entered the critical Black Friday sales season.
“A big part of the strategy was to gain new customers because we want to get them into our database and email system, and to retarget them on social media. It was almost a domino effect going into Q4 with Click Frenzy and Black Friday. We were able to get more sales - not just in Q3 but then in December and hopefully January as well. That was one of the big success stories of the partnership.”
Zavvi’s program with Cashrewards was so successful that similar campaigns are being rolled out worldwide.
“It’s made me look really good! We’ve massively outperformed, year-on-year,” says Bristow Gibbons, who adds that Zavvi will continue working with Cashrewards.
“It’s a no brainer. Working with Cashrewards gives you exposure to a new audience and increases brand awareness.”