Main meniu
Main meniu
Main meniu
Je ne pense pas que la qualité du site Web sera bonne

Vous pouvez parcourir notre site Internet en français, ou continuer en anglais, en cliquant ci-dessous. Nous vous demanderons également de répondre à quelques questions pour nous aider à améliorer votre expérience.

Continue in english
Continuer en français
Why did you choose English?

We’d like to understand why the local language is not a good fit for you.

Why are you switching back to English?

We’d like to understand why the local language was not a good fit for you.

Vous quittez les pages de notre site web traduites en français

Comment trouvez-vous notre site en français ?

SUCCESS STORY

Royal legacy meets modern marketing: How Rachel Riley increased its BFCM sales by 77%

Rachel Riley, a multi-award-winning British brand, has dressed royal babies and children for over 30 years. Renowned for its traditional craftsmanship — hand embroidery, hand smocking, and intarsia knitwear — the brand stands out by blending classic design with the softest, finest fabrics. Sold globally online and in top department stores, boutiques, and luxury websites, Rachel Riley maintains a strong connection to its roots, with all designs lovingly designed in the UK.

 

While rooted in tradition, Rachel Riley has embraced the current world of ecommerce. Recognizing the need to adapt to modern consumer expectations, the brand chose Omnisend to elevate its marketing strategy and drive growth.

Royal legacy meets modern marketing: How Rachel Riley increased its BFCM sales by 77%
  • 77.33%

    YoY BFCM revenue increase from Omnisend

  • 48.1%

    total store revenue during BFCM came from Omnisend

  • 46%

    of Omnisend-driven revenue came from automations

From limited tools to unlimited growth

Before discovering Omnisend, Rachel Riley navigated the limitations of other marketing platforms. They spent years with Constant Contact, but its lack of advanced functionality restricted their potential. A brief stint with Klaviyo offered more tools, but the escalating costs became unsustainable.

Switching to Omnisend was a game-changer. “The platform is so intuitive, and the support we’ve received has been amazing,” shared Jacqueline Love, Ecommerce and Wholesale Manager. “From our success manager to training seminars and playbooks, Omnisend has truly helped us grow.”

Transparency in pricing, paired with powerful features, made Omnisend a natural fit for the Rachel Riley team.

Jacqueline and the brand’s founder Rachel

Automations that drive loyalty and revenue

Rachel Riley fully embraces automation, utilizing Omnisend’s complete suite of workflows. Each automation plays a specific role in the customer journey:

  • Welcome series: Introduces new customers to the brand’s heritage and craftsmanship, creating an instant connection
  • Abandonment flows: Whether it’s browsing, product, or cart abandonment, these automations convert interest into sales
  • Order confirmations: Previously managed by Shopify, this automation was upgraded to Omnisend’s version for greater personalization and revenue tracking

Automation engagement results for the last quarter of 2024

“Our order confirmation automation alone has become a powerful revenue driver, showing us that even post-purchase messages can contribute to sales. But also, we see that overall automations not only drive sales but help us understand what our customers need as well,” Jacqueline noted. “This builds loyalty and retention, which are vital for a brand like ours.”

Omnichannel marketing in action

While email remains Rachel Riley’s primary sales driver, their adoption of SMS and push notifications has transformed their approach to omnichannel marketing:

  • SMS: Particularly impactful in the U.S., SMS campaigns — including picture messaging — have achieved remarkable sales results while growing a new audience
  • Push notifications: Gaining traction in the UK, these alerts have become an effective add-on tool, supported by a rapidly growing subscriber list

BFCM SMS campaign

“Adding these channels has allowed us to meet customers where they are, enhancing the overall shopping experience,” Jacqueline explained.

Black Friday month: A bold new approach

Recognizing the shift in consumer behavior, Rachel Riley expanded their Black Friday campaign into a full month, starting October 28, 2024. This approach ensured that customers had enough time to shop while creating a steady stream of sales.

By leveraging Omnisend’s reporting tools, the team could optimize their campaigns in real-time. “We monitored the data closely and adjusted messaging and automations as needed,” Jacqueline shared. “It kept sales traffic consistent throughout the campaign.”

Automations set for BFCM period

The effort paid off:

  • 48.1% of total store revenue during BFCM 2024 came from Omnisend
  • Automations accounted for 46% of Omnisend-driven revenue
  • Year-over-year revenue from Omnisend increased by 77.33% compared to 2023

Revenue attributed to Omnisend during BFCM period

Building lasting connections

Retention is a cornerstone of Rachel Riley’s strategy. Omnisend’s tools allow it to create tailored experiences for their customers, from reactivation flows to personalized thank-you messages.

“Our customer reactivation flow has been great for bringing shoppers back, while new ‘thank you’ messaging is helping us foster deeper connections,” Jacqueline noted. “With support from our success manager, we’re constantly refining our approach.”

Looking ahead

Rachel Riley’s journey with Omnisend is a testament to the power of combining tradition with innovation. “It’s all about customer experience and loyalty,” Jacqueline said. “As a childrenswear brand, we have the unique opportunity to turn shoppers into lifelong fans.”