Costume Kingdom

Overview

Costume Kingdom is one of the internet’s largest costume retailers.

When they came to Fetch!, they were doing 50% of their business via eBay and Amazon and needed to make the transition to their own website, saving on listing fees. Costume Kindgom had a site in place, but the system (Channel Advisor) was unable to accommodate the traffic (up to 1.5 million unique visitors/month), so the company enlisted the help of Fetch! to handle both strategic and creative marketing for the revamped website and transition to its own dedicated servers.

We first started by updating the site with a little more real estate, as well as lightening up the design. Creative was updated to be a little more edgy, as research revealed a large portion of their customer base was women age 18-34 looking for “sexy” costumes. We then reviewed the analytics for clickstream data, then conducted a usability study and a customer survey to round out the picture.

In addition, Fetch! helped Costume Kingdom establish a consistent year-round email campaign. To make targeting easier, we took their current list, consolidated it into one place, and helped arrange an API to their current cart database. We then set them up with a strategic email marketing plan that is segmented, based on customer preferences.

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Results

The revised site and marketing plan by the Fetch! team yielded a 500% increase in gross revenues from the previous year, as well as lowering bounce rate by 20%, increasing the conversion rate, and increasing customer satisfaction ratings.