Welcome to our blog series called, “Why Brands Work With Pattern.” Each week we discuss why the top brands in ecommerce turn to Pattern to drive global, profitable growth and control.
This week we are highlighting Skechers China. Skechers is one of the most in-demand footwear brands in China, and with Pattern's team of ecommerce experts, Skechers increased their D2C site revenue by 133%.
See what we accomplished together below and download the case study PDF here.
Why Skechers Worked with Pattern: To accelerate total online sales, needed better customer service options for Chinese customers
Skechers already had a large presence in China through branded stores and online through marketplaces like Tmall, but wanted to re-launch its direct-to-consumer online proposition when they came to work with Pattern in 2018. Along with relaunching the D2C site, Skechers needed to hone in on improving their customer experience from beginning to end because Chinese consumers have come to value quality customer service.
What Skechers and Pattern accomplished together
Pattern and Skechers developed a 3 part strategy that was sure to increase their online sales:
- Repositioning the brand to differentiate Skechers’ D2C offerings
- Overseeing content creation and conversion rate optimization
- Operating pre- and post-sale customer service
Skechers teamed up with Pattern to grow their ecommerce presence by re-launching their D2C site in China and this strategy would allow them to do that.
3 strategic pillars that helped Skechers grow
1. Repositioning the brand to differentiate Skechers’ D2C offerings
To differentiate Skechers’ D2C offerings, Pattern advised on repositioning the brand, creating an image-driven brand campaign strategy. This campaign included revamping all of Skechers’ online merchandising and replacing the existing listings with updated creative content that appealed to a Chinese audience. For this strategy, Pattern’s China team utilized a test-and-learn approach to continue to make data-based decisions.
Skechers' China D2C site acquires 500 new users every day and has seen an increase of 133% in their D2C site revenue.
2. Overseeing content creation and conversion rate optimization
To revamp Skechers’ China D2C site, Pattern’s China team created new content and managed digital marketing strategies. These strategies included social media, display advertising, and advertising across Chinese search engines. Pattern also oversaw search engine optimization on Baidu (a Chinese search engine) and other channels.
Results of overseeing content creation and conversion rate optimization:
Pattern created an integrated marketing and operation strategy across Skechers’ D2C site and marketplaces.
3. Operating pre- and post-sale customer service
Quality customer service is crucial in the Chinese market. In the last decade, customer service has become the differentiator between quality brands and mediocre brands in China. So to help Skechers continue to be a quality, well-known brand in China, Pattern’s China team operates all of the customer service for Skechers’ D2C site. This team of customer support specialists handles customer complaints and questions in a quick and efficient manner.
Results of operating pre- and post-sale customer service:
Because of the quality customer service provided, Skechers.cn is the third best performing Chinese D2C site for sneakers by sales.
One team—Skechers and Pattern
After developing a D2C strategy centered around these 3 pillars: repositioning the brand to differentiate Skechers’ D2C offerings, overseeing content creation and conversion rate optimization, and operating pre- and post-sale customer service, Pattern helped Skechers’ D2C site revenue increase by 133%.
Working together in an aligned fashion with Skechers’ team helped us achieve these results together. Partner obsession is in our DNA—we win when our partners win.
Download Skechers’ one page case study here.
If you are facing similar ecommerce challenges, Pattern can help. Our global platform and services don’t cost you anything—that’s right, $0 out of your pocket.
Schedule a demonstration of the Pattern platform and services here to learn more.