SHREDLY Case Study: Expanding Market Reach Through Persona Development
Highlight: Expanding Market Reach with Persona Development
SHREDLY is a women’s mountain bike and outdoor apparel brand that focuses on igniting excitement for adventure with artful, yet technical design. As a female founded and operated brand, SHREDLY is on a mission to offer women of all shapes and sizes the best selection of technical apparel.
Assess and make an actionable plan to expand SHREDLY’s market share
Conduct Persona Research to find one or more new target audience persona of an archetype who was interested in SHREDLY products but was not currently being actively marketed to
Craft a unified customer journeys across the different pillars of organic demand, specifically focusing on influencer, affiliate, and email marketing to target the found Personas
Unify the brand’s voice and direction
Improve on performance of influencer, affiliate, and email marketing channels using data, a/b testing
While SHREDLY had the potential and the product offerings to expand their stake in their total addressable market (TAM) beyond the seasoned Mountain Bike community, the brand lacked the direction and strategy to differentiate to reach larger audiences.
SHREDLY partnered with Baotris to implement a brand expansion strategy and expand to larger addressable markets. To do this we started with our Persona Building package and analyzed their past sales data and website traffic while conducting customer interviews and competitor customer interviews.
From this research, we found two new personas that SHREDLY could market to who were potential customer groups that were not currently targeted but were likely to purchase SHREDLY products.
Using these target personas as guidance, we created a unified customer journey across their organic marketing channels, addressing different stages of the buying process. To unify voice and direction, we developed and managed a content roadmap for their organic pillars, creating a cohesive story across all of SHREDLY’s owned channels, including influencer and affiliate marketing (both implemented and managed by Baotris), social media, email marketing, and organic content. After these efforts, customer acquisition rates and conversions increased, helping SHREDLY break their reliance on Facebook ads and Google AdWords.
Influencer and affiliate program campaigns utilizing the key personas generated a revenue of 2000% ROI
Implementation of new persona-targeted email flows contributed to an increase of 11% in email revenue in 4 months
Optimized customer retention strategy generated an increase in revenue of 47% from returning customers
11% increase in revenue generated by new customers
Increased Google impressions share from 15% to 80% against competitors
Is your ecommerce business leaving money on the table by not marketing to the right target audiences?
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