Wardrobe is a boutique womenswear shop in the heart of Boroughbridge offering styling expertise with distinctly different luxury clothing and footwear brands, targeting a demographic with higher disposable income. The lovely Sarah at Wardrobe contacted us regarding an interest in social media with the objective to reach a younger demographic. The perception of Wardrobe was high quality, high price. However, we wanted to change this perception by displaying a range of high quality, yet with some more reasonably priced options from younger brands.
Wardrobe had no online presence as Sarah loves the personable nature of her local shop. However, because of the popularity and ever-growing nature of social media, this was a route that Sarah was keen to go down and we were so happy to help. The initial focus was to be Facebook, although we advised to secure the ‘WardrobeBoroughbridge’ Instagram handle, in case the opportunity arose in the future.
The shop is in an area of high footfall, therefore encouraging people to walk through the door is also a key objective. To achieve this, we created content that featured key items that will encourage younger consumers to visit the store to see the item featured in the post and then discover other hidden gems. The original post showcasing these pumps not only lead to new visitors to the shop, but the pumps selling out, which shows the impact that Facebook is having on the business.
Another way in which we encourage people to walk through the door is by setting our Facebook sponsored post targetting strategy at a narrow geographic location. We also carry out Facebook competitions that will entail picking up your prize from the shop.
For those who walk past the shop, we have produced collateral to promote their Facebook presence and to encourage local shoppers to follow the brand to keep up with new stock arrivals, sale dates and style inspiration.
If you are a local business like Wardrobe and would like our social media expertise, please don’t hesitate to get in touch.