All about About You
About You has developed a marketing approach that focuses primarily on the smartphone application as a sales channel. This allows it to make 75% of all its sales via its mobile app and offer a very memorable shopping experience to its customers. The brand now has over 100 retail partners seven shops in Germany. Its online shop has over 350,000 items from more than 1,500 leading brands.
The About You online shop has taken e-commerce to the next level by engaging customers and offering them exactly what they want to see, buy and wear. In this article, we will discuss the aspects that have helped make About You the e-commerce giant it is today.
1- Influence marketing and the role of social networks
With a network of over a hundred influencers, the company has a lot to gain exposure worldwide. It takes advantage of the notoriety of the influencers by having them appear in photo collections on its homepage. Some influencers even have the opportunity to develop their own collection and encourage users to adopt it. Numerous stars such as Lena Gercke and Stefanie Giesinger regularly appear in the carousel on the About You homepage. The aim of the e-shop is to create an online place, where customers can go window-shopping in an inspiring way, just as they do on the street.
Social media play a very important role in About You's marketing strategy. Since platforms such as Facebook, Pinterest or YouTube are the number one channel for young people, the company also maximises its efforts on these media. Dominating social networks allows the company to get into the heads of young people and introduce the brand to them. In fact, About You is one of the first online shops to make a name for itself with a social media marketing strategy.
2- Data customisation
When you log in to the shop, you are entitled to a fully personalised navigation according to your tastes and preferences. The online platform and mobile application generate a personalised feed and suggest items based on your previous visit to the shop. This marketing approach allows the brand to leave the competition far behind in terms of user data analysis and improved browsing experience. Today, the brand is known to have a technological advantage over its prestigious German competitors.
3- Events and television advertising
After such a success on a national and international level, About You has set up an award ceremony for the best known influencers: the About You Awards. The show is broadcast by the second largest private television network in Germany. In 2019, About You also started a collaboration with the organisers of a beach music festival, Pangea, which was renamed "About You Pangea Festival".
The brand also has its advertisements broadcast on many European TV channels in order to attract the maximum number of visitors to its platform and mobile application. This has the effect of increasing its reputation and ranking it among the giants of the sector.