Scaling a Fashion Marketplace to 500 Brands

La Sfida

Early adopters loved the product, but growth had stalled around the same number for months. Marketing budget was spread across six channels with no shared tracking, so nobody could tell which spend was working and which was waste.

Il Nostro Approccio

Ricerca, Analisi e Fondamenta Strategiche

• Condotta un'analisi di mercato sui segmenti target, il posizionamento dei competitor e le reali opportunità di crescita
• Costruiti profili clienti da dati comportamentali, oltre 20 interviste e ricerche di terze parti
• Mappato l'intero percorso cliente e identificati i passaggi specifici dove le persone abbandonavano o si bloccavano

Design, Sviluppo e Implementazione

• Built the core platform features, prioritizing the ones users asked for most
• Set up analytics so the team could see what was happening in real time instead of waiting for monthly reports
• Automated the repetitive workflows that were eating 15+ hours per week
• Connected the separate systems into one data pipeline so every team worked from the same numbers

Lancio, Ottimizzazione e Scalabilità

• Scalate le campagne che funzionavano e chiuse quelle che non funzionavano
• Espansione in due segmenti di mercato adiacenti che i dati iniziali indicavano come promettenti
• Firmati accordi di partnership con tre aziende complementari per raggiungere nuovi pubblici
• Costruiti programmi di retention focalizzati sui primi 90 giorni, dove avveniva la maggior parte del churn

Cosa Abbiamo Imparato

1. Growth worked best when marketing and product shared the same goals. Treating acquisition and retention as separate problems led to conflicting priorities.
2. Over 70% of user sessions in every European market we entered came from mobile devices. Designing for desktop first and adapting for mobile was backwards.
3. The highest-performing acquisition channel was word of mouth from users who genuinely liked the product. No ad campaign came close.
4. The organic content we published in month two was still generating leads eight months later. Paid campaigns stopped the moment we stopped paying for them.
5. Reducing monthly churn by 2 percentage points had the same revenue impact as increasing new signups by 15%. Retention math is unforgiving.

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