Introduction
Bruno Savelli, a premium fashion brand specializing in meticulously crafted trousers, has built a reputation for timeless elegance and precision craftsmanship. With a customer base exceeding 20,000 worldwide, the brand embodies its mission of “Heritage in every stitch,” using only the finest fabrics while balancing traditional techniques with modern sophistication.
When faced with the challenge of clearing inventory for a warehouse relocation, Bruno Savelli needed a solution that would maintain their premium brand positioning while effectively moving stock. Rather than relying solely on discounting—which risked brand dilution—they sought a strategic approach that would enhance customer experience and increase order values simultaneously.
After evaluating several promotional tools, Bruno Savelli selected AOV Free Gift for its sophisticated gift-with-purchase capabilities, customizable threshold settings, and seamless integration with their existing e-commerce platform.
Challenges
Bruno Savelli faced several critical challenges during their warehouse transition:
- Inventory Management Pressure: The brand needed to clear significant stock quickly to facilitate their move to a larger warehouse space for their upcoming collection.
- Brand Positioning Concerns: While offering discounts up to 70% was necessary, the brand worried about potential damage to their luxury positioning through heavy discounting alone.
- Customer Experience Maintenance: Despite the clearance nature of the sale, Bruno Savelli wanted to maintain the premium experience their customers expected.
- Conversion Optimization: The brand needed to not only attract visitors but convert them at higher average order values to maximize both inventory clearance and revenue.
- Time Sensitivity: With a fixed relocation timeline, the campaign needed to generate immediate results with no room for extended testing periods.
Solution Implementation
Bruno Savelli implemented a multi-faceted strategy using AOV Free Gift’s capabilities:
- Gift with Cart Value Campaign: The brand established strategic cart value thresholds that would trigger gift offerings. These thresholds were carefully calculated to sit just above typical customer spending patterns, encouraging basket additions.
- Manual Gift Selection via Pop-up: Rather than automated gift assignment, Bruno Savelli implemented a customer choice model through an elegant pop-up interface. This approach provided customers with agency in their gift selection, enhancing perceived value and engagement.
- Gift Curation Strategy: The gifts were thoughtfully selected complementary items that aligned with Bruno Savelli’s premium positioning – accessories and limited edition pieces that would appeal to their discerning customer base.
- Visibility Optimization: The gift-with-purchase offer was prominently displayed throughout the shopping journey, with subtle reminders of how close customers were to reaching the next gift threshold.
- Mobile Experience Enhancement: Recognizing the significant mobile traffic, the brand ensured the gift selection experience was optimized for smaller screens, maintaining elegance while improving functionality.
Results
The AOV Free Gift implementation delivered exceptional results for Bruno Savelli’s warehouse clearance campaign:
- Substantial Order Increase: The gift-with-purchase qualified orders showed a remarkable 25% increase, generating a large number of additional orders that might not have occurred otherwise.
- Significant AOV Growth: The campaign dramatically lifted the average order value, representing a 38.59% increase.
- Inventory Clearance Success: The targeted approach helped Bruno Savelli clear the necessary inventory within their timeline constraints, facilitating a smooth warehouse transition.
- Customer Satisfaction: Post-purchase surveys revealed high satisfaction with the gift selection experience, with many customers expressing appreciation for the choice element.
- Brand Perception Maintenance: Despite the clearance nature of the sale, the premium gifting approach helped maintain Bruno Savelli’s luxury positioning, with customers perceiving the gifts as generous brand gestures rather than discounting.
Key Takeaways
Bruno Savelli’s successful implementation of AOV Free Gift during their warehouse clearance campaign revealed several valuable insights:
- Strategic Gifting Outperforms Simple Discounting: While discounts were necessary, the addition of gift-with-purchase significantly elevated the campaign’s performance and preserved brand perception.
- Customer Choice Drives Engagement: The manual selection pop-up created a moment of engagement and personalization that enhanced the customer journey, leading to higher satisfaction and larger basket sizes.
- Threshold Optimization is Crucial: Carefully calculated cart value thresholds that stretch slightly beyond typical purchase values effectively drive incremental spending.
- Complementary Gifting Reinforces Brand Identity: By selecting gifts that aligned with their brand positioning, Bruno Savelli strengthened their premium image even during a clearance event.
- Mobile Optimization Maximizes Results: The seamless mobile implementation ensured that the significant portion of mobile shoppers could easily participate in the gift selection process.
Bruno Savelli’s experience demonstrates that even utilitarian business challenges like warehouse clearance can be transformed into opportunities for enhancing customer relationships and driving significant revenue growth when approached with strategic gifting programs.
The success of this campaign has led Bruno Savelli to incorporate gift-with-purchase strategies as a permanent feature of their marketing calendar, moving beyond clearance applications to seasonal promotions, new collection launches, and customer loyalty initiatives.
