Influencer marketing
Case Study
Abbott Lyon
Regions
UK
F4E Service
efulfillment
F4E Service
Contact Centre
F4E Service
Client Services
CASE STUDY: INFLUENCER MARKETING STRATEGIES THAT ACTUALLY WORK
Entering the dynamic world of influencer marketing
Jezz Skelton the Founder Owner of his young company, Abbott Lyon, first visited Clientbase Fulfilment in October 2016.
He shared his vision of how he was planning to grow his enterprise over the following five years into one of the top global players in the Influencer Marketing sector. Abbott Lyon had already grown dynamically from a standing start to sales value in excess of seven-figures through being an early adopter of Influencer Marketing, primarily through Instagram combined with judicious use of other social media platforms. The core product offering was a range of reasonably-priced, high quality, attractive dress-watches principally marketed to ladies, at a price point of £100.00.
Jezz explained that he was selling to his own peer-group, who he instinctively understood, being one of them himself
This new generation spend substantial time within their on-line community, and collectively follow Influencers. His Abbot Lyon marketing needed to portray a fresh high-quality image supported by compelling product range, while delivering outstanding service quality. This new generation of consumers primarily buy through hand-held devices, expect instant response, next day delivery and full on-line visibility of their order: The presentation of their order as it arrived on their doorstep needed to replicate the standard pioneered by Apple: Smart, crisp, clean and well-engineered.
Jezz was aware that Abbott Lyon’s limited in-house fulfillment capacity and Customer Service support would restrict Abbott Lyon’s growth potential in the following twelve months. His personal focus and financial investment had to stay concentrated on the marketing, product design, website functionality, deal-making with the Influencer’s agents and securing production from reliable factories in China.
The growing demands of handling the Fulfillment with its related Customer Service support appeared the one core capability that opened itself up to be out-sourced.
The challenges of partnering with this young entrepreneur were instantly attractive to the senior management team at F4E in the UK. The entrepreneurial spirit, high expectations and fast-changing service demands appealed to the core values of F4E.
The rational point of out-sourcing Fulfillment and Customer Services arrived during the summer 2017, coinciding with a planned lull in sales while Abbot Lyon waited for their revised and improved product range from their new Chinese manufacturer.
The following Case Study chronicles how this exciting new partnership between Abbott Lyon and F4E UK evolved and grew in directions that were never anticipated when we first commenced fulfillment services in October 2017, exactly one year after we first met.
Structure of this case study:
A loose chronology detailing Abbott Lyon’s ever-changing requirement as they adapted their offering to meet the fast-evolving Influencer Marketplace over the past twelve months: Oct 2017 to Oct 2018.
It is only when we look back over the past year that we realise how far and fast our partnership has developed as both Parties remain determined to set-the-pace. Abbot Lyon’s competitors are forever copying their trend-setting offerings: F4E has to deliver the flexibility in process to deliver the promise and enable Abbot Lyon to stay ahead of their competitors.
The opening briff (Oct 2017)
Integration:
Integrate AL’s Shopify with CB’s Elucid home-shopping software through Duoplane
Integrate Elucid with ‘Sage 50’
Secure remote access to AL’s head office in Bath
Elucid on-site training in Bath
Provide fully functional fulfilment service, including returns and carrier selection.
Contact Centre: Customer Service support for calls and e-mails
Product Range: 30 watch SKUs, received ready-packed with Bar Codes in presentation boxes, despatched in padded envelopes.
All very standard...
The evolving and expanfing fulfillment brieff (Oct 2017 - Oct 2018)
Costume jewellery (bracelets, rings, bangles) added to the SKU range
Trade Fulfilment requiring re-work, re barcoding etc for High Street chains (TK Maxx, John Lewis, House of Fraser, Top Shop)
Engraving/personalisation test for watches
Engraving/personalisation roll-out for watches
Gift Wrapping offered across the full range
Laze Leisurewear added as a complete new set of SKUs
Secure remote access tProduct Range: 30 watch SKUs, received ready-packed with Bar Codes in presentation boxes, despatched in padded envelopes.o AL’s head office in Bath
*Add 8 more bullet points here*
The predicted sales volumes increased by a multiple of 5 with predicted peak days reaching 6,000 + orders in a day.
