Marc Nolan
Mind & Maker partnerd with Marc Nolan to help define the growing mens smart-casual shoe brand and refine their presence accross their website, emails, and Instagram. What resulted was a multiple increase in sales and simplified opertations.
Scope of Project
Brand Strategy
Content Strategy
Ecommerce Optimization
Product Development
The Opportunity
1. Marc Nolan Brand Strategy
When I began, Marc Nolan had 200+ SKUs. They were trying to cater to every type of men’s shoe buyer hoping to entice them with low prices for the quality they were offering. The problem was they were struggling to appeal to anyone and revenues grew stagnant.
As dress sneakers became a growing source of revenue for Marc Nolan, we decided to double down on the smart, casual footwear space.
To accomplish this, we eliminated 50% of Marc Nolan’s skus making it clearer in customer’s minds what they were about and solved logistical complexities and cash flow.
Furthermore, messaging and brand imagery was updated to reflect this shift. We moved away from language that soley focused on price being the main benefit and towards unique design and comfort.
Content Strategy
2. Translating strategy into content
Marc Nolan’s emails and social media were 100% push with little storytelling to let prospective customers get to know the brand. They also lacked fundamental automated flows to follow up with customers.
A weekly email schedule and daily Instagram posting schedule was established, building a better balance of pure product push and educational content. Additionally, I went in and built fundamental flows from the welcome Series, abandon Cart, and all transactional customer emails.
Email open rates improved by 30% and Instagram engagement doubled.
Ecommerce Optimization
3. Refining the look and feel of marcnolan.com
Marc Nolan’s messaging, imagery, and fonts needed work to better convey an ‘affordable’ luxury brand and away from a ‘value’ brand.
Going through page by page, the entire site was reworked from product descriptions, better product photos, displaying free shipping & returns more prominently, eliminating navigation options, and updating fonts and white space throughout.
As a result, conversions increased by 30%, has been optimized for mobile, and is much easier to navigate from its former self.
Results
Marc Nolan has grown 6x in 2020, Ecommerce conversion rates are up 50%, established a regular schedule of branded content, and has simplified their internal operations to carry less SKUs.