January 11, 2007, 12:00 AM

How fashion e-retailer Rampage.com dresses up its customer base

By combining its Frequent Buyer program with its opt-in e-mail marketing newsletter, women’s fashion apparel retailer Rampage.com has been gaining hundreds of subscribers per day while adding to overall sales growth, the retailer says.

 

By combining its Frequent Buyer program with its opt-in e-mail marketing newsletter, women’s fashion apparel retailer Rampage.com has been gaining hundreds of subscribers per day while adding to overall sales growth, e-commerce director Francheska Anderson tells Internet Retailer.

Rampage offers on all of its merchandising pages a link to its Frequent Buyer program and an incentive to join it-20% off the first purchase after signing up with an e-mail address. “We’re getting 200 people signing up every day,” Anderson says.

In addition to the initial 20% discount for joining the Frequent Buyer program, participants earn a 15% discount on all future purchases for a year once they reach $150 in value of all purchases. The discount rises to 20% when their purchase total hits $300 and 25% when it reaches $500. Once a discount starts, it’s good for the following 12 months on all purchases.

Rampage also has been adding to its merchandising pages, which has also helped to build repeat customers, Anderson says. Building on its fashion-forward strategy, Rampage recently launched a “What’s New” section that updates merchandise displays every two weeks with new products, including apparel, shoes and accessories. The new section complements a “Collections” department that displays suggested outfits.

The Rampage newsletter offers fashion tips, new-product alerts and direct links to the What’s New and Collections departments as well as to all product category pages.

Since relaunching its site in mid-2004 on an e-commerce platform from site design firm A Far Site Better, the loyalty program and newsletter have helped to drive up sales about 30%, Anderson says.

 

 

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