When Cath Kidston recently released its exclusive collaboration with Disney, its ecommerce website saw 3,500% more visitors than usual, selling out stock within a couple of hours.

So, exactly how did the British retailer generate such excitement about a range of Winnie the Pooh-adorned clothing and accessories?

Here’s a closer look at how Cath Kidston is using marketing techniques to create buzz and increase customer loyalty.

Building excitement through exclusive offers

Cath Kidston’s collaboration with Disney has been hotly anticipated, mainly due to a carefully planned marketing campaign centred around messaging to its email customer base. 

Choosing to release its Winnie the Pooh designs first, with the rest of the collection set to follow in the coming months, it meant that the brand could successfully build hype and anticipation.

Instead of sending notifications to existing subscribers, it set up a separate newsletter specifically for the Disney collaboration, asking customers to sign up to receive exclusive notifications and offers. 

As well as allowing the retailer to gain insight into its core audience, it also enabled Cath Kidston to build the sense that customers would be part of an ‘insider club’, in turn, increase the chances of future loyalty.

Meeting global demand

Cath Kidston is a unique brand in that its quirky and quintessentially English range of prints is instantly recognisable, even to consumers outside of its core demographic.

Marketed as being ‘affordable luxury’ - its target market is the type of consumer who desires a slice of the Cath Kidston lifestyle.

However, while some might use the ‘yummy mummy’ English stereotype, it is clear the appeal reaches far wider. 

In 2015, the brand saw massive growth overseas, with stores opening everywhere from Spain to Thailand.

Recently announcing plans to enter the retail market in India and Latin America, it appears the brand’s distinctly British feel is its biggest selling point.

As a result, we can see that while the Cath Kidston's product range and global market has expanded, the brand’s original vision and own identity has stayed firm.

Taking a personalised approach

In signing up to the Cath Kidston newsletter, it's clear that the brand places huge focus on delivering personal and relevant messages to consumers.

Alongside a friendly and welcoming tone of voice, emails even ask customers to ‘get personal’ – giving them a greater sense of control over communication with the brand.

Instead of sending blanket emails, Cath Kidston uses data to understand consumer behaviour.

From frequency of purchases and location of nearest stores to life stages of the consumer, it takes into consideration individual context to help shape and drive future purchases.

By giving customers exactly what they want - (which, yes, definitely seems to be Disney-themed) - Cath Kidston is a good example of how to keep customers happy now, and ensure they stay that way long term.

Nikki Gilliland

Published 17 October, 2016 by Nikki Gilliland @ Econsultancy

Nikki is a Writer at Econsultancy. You can follow her on Twitter or connect via LinkedIn.

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Jimmy Taylor, New business manager at ZoneEnterprise

Nikki..Not sure exactly how the article's title is backed up in the article itself. There seems to be no mention of how the database was increased or indeed by how many. It simply talsk about existing customers.

over 1 year ago

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