![]() ![]() What Princess Polly needed was an approach by which it could build customer experiences that were not only cohesive and consistently on-brand, but engaging and exciting enough to hook its shoppers and turn them into loyal brand advocates. While the brand deployed several consumer-driven marketing strategies to reach its customers, it was using a separate solutions provider for each channel - leading to a disparate strategy and siloed data for its team, and disconnected experiences for its customers. However, as it rode the wave of a social boom, Princess Polly soon found itself inundated by its numerous communication channels. Like its competitors at the time - Nasty Gal and ASOS, for instance - Princess Polly took notice of how social media could vastly improve its visibility, and that efficiency was at the core of the approach. Founded in 2010, Princess Polly and Instagram went online the same year and Twitter had just reached the height of its initial growth period. Much like its cult-like following of young customers, the Aussie-born brand grew up alongside the rise of social media. How Princess Polly rode a social media waveīeloved by Gen Z consumers for its influencer-ready aesthetic, Princess Polly’s rise to fame can largely be attributed to the retailer leaning into social media. ![]() The fashion retailer’s response to a rapidly evolving digital ecosystem where consumer markets have grown increasingly more niche is a case study in the power of understanding - and unifying - the customer journey. Princess Polly knows this challenge well. ![]()
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