Funny thing happened to me in a meeting the other day with a well-known UK high street retailer. The client mentioned that one of their models, who has an uncanny resemblence to US RnB star Rihanna, achieves much greater conversion rates on the clothes she models.
I found this quite staggering: all the models are good looking, slim and striking similar poses. You'd have thought that the defining factors would be whether the customer liked the garment itself, whether there was good product info, whether it was in stock, in the right size, had a clear delivery message and was competitively priced etc etc.
But it turns out there is another factor which affects conversion, a much more subtle factor... if your models are dobblegangers for pop stars or movie stars, you could see better ROI on your marketing campaigns!
If you are agency side I don't think you can hide behind this when trying to explain to a client why you're peformance has dipped... I have a feeling "your models aren't good looking enough" isn't going to wash!
But it certainly made me think of the things which affect performance which are completely out of your control.
What do you think? If you've got any more examples I'd love to hear from you.
- Finlay
Wednesday, 6 May 2009
Subscribe to:
Post Comments (Atom)
Posts
1 comments:
the word is doppelganger - and I had to look it up to figure out what you were trying to communicate in this article. When blogging, speak in language that people understand.
Post a Comment