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Organic viral marketing helps increase sales of MiMi
16
Jan '12
MiMi London has reported online sales up by 60% during the last three months. The womenswear retailer, based on the Kings Road in Chelsea launched its first online website last year with Eurostop, and is now reaping the rewards. Since launching the website and running regular email marketing campaigns, MiMi has seen its subscriber base grow in number and expand across the world, with the retailer now regularly shipping to customers in America, Japan, Australia and Europe.

Ali Asilzadeh, Director at MiMi explained, “Now that the site has been live for over a year we are able to compare like for like sales. In the last three months numbers are up 60% on what they were in the corresponding months last year. We are very happy with this trend and hope that it continues, particularly as it has been achieved organically using viral marketing techniques, without huge cost.”

The Eurostop software enables the team at MiMi to manage the website in-house. The team also manage all marketing of the site and have steadily built up an opt-in database of customers who have registered for the newsletter. Names and emails are collected both at the website and in store and then amalgamated on the e-commerce customer database. Customers receive email newsletters announcing new stock, sales and special offers.

Ali Asilzadeh said, “Being able to send an email from within the system has significantly streamlined our marketing efforts. Not only is it now easier for us to contact our customers, but it has proven to be highly effective, with every newsletter we send generating new subscribers as people forward them on to their family and friends.”

MiMi use the Eurostop retail management, EPOS and e-commerce system throughout the business for managing stock across the Kings Road store and the online site, reporting, flash sales, customer loyalty and marketing. Reporting is used extensively to monitor the business with flash sales providing insight into what is selling, which styles are popular and what designers are doing well. This supports merchandising and business decisions.

Deborah Loh, e-commerce manager at Eurostop Ltd said; “We are delighted to hear that the MiMi website is successfully generating increasing sales. This is a prime example of a retailer focusing on their customers, and building a high quality opt-in database for marketing purposes. The features within the Eurostop system streamline email marketing, enabling the retailer to focus on their business and servicing customers, which ultimately leads to more sales.”

Established over 10 years ago and based on the Kings Road in Chelsea, MiMi specialises in women's designer fashions. MiMi stocks a host of international labels including, amongst others, 360 Sweater, Rebecca Taylor, Juicy Couture, Graham & Spencer, Velvet and Queene & Belle.

Eurostop


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