Using A Data-Driven Approach To Maximize Sales In New Markets
Masai is a Danish fashion brand for fashion-conscious women with 1300 points of sale in 25 countries. Masai is on a mission to continue growing their brand and assert themselves in the marketplace as an omni-channel retailer. We have been partnered with Masai from day one of their digital journey, expanding their business into digital sales channels and multiple markets.
We decided on using data-driven benchmarking as a key input for making decisions on market entry. To assess market potentials we conducted a thorough analysis of search patterns on Google properties in relevant markets. Subsequently, full e-commerce budgets by channel and modeled ad spend were developed by leveraging Dept’s data assets and industry expertise.
E-commerce platform in five languages
- Revenue Across Channels:Based on our data assets and experience with the fashion industry, we explored the fashion revenue potential across channels.
- Brand Demand Comparison:We compared data, such as search volume, on selected Nordic fashion brands to understand the brand demand in key market.
- Adwords Simulation:We developed hypothetical, data-driven scenarios, from which the search volume and cost were calculated.
- Revenue Potential:Based on the data we collected, we forecasted revenue potential from each channel by market.
Today, Masai’s e-commerce platform is operating seamlessly in five languages, with plans for further expansions. With Dept’s strategic support, Masai gained valuable insights into the online business potential and associated costs of marketing in the countries they were planning to expand into.