We are delighted to announce that specialist footwear brand, Cosyfeet, has retained Tapestry’s customer insight and marketing strategy services to help maintain steady growth in the UK and the US.
Having established themselves as a brand that has filled a genuine gap in the market since the 1980s – providing extra-roomy footwear for swollen feet – Cosyfeet wanted to build on their marketing activities by adopting a more strategic approach. Amid rising demand for specialised footwear, coupled with changes in the way customers engage with marketing channels, Cosyfeet chose Tapestry to re-evaluate traditional tactics while bolstering digital marketing activities.
Since then, Tapestry has helped Cosyfeet take a more rigorous approach to identifying best-performing channels to maximise acquisition and retention. Part of the strategy involved building a bespoke lapsing model to pinpoint the unique buying cycle of each customer. Using insights from Tapestry’s analysis, Cosyfeet can now reach customers at the pivotal moment before they lapse, which in turn leads to more frequent and higher-value purchases over time.
Andrew Peirce, Managing Director at Cosyfeet, said: “Retaining Tapestry for a third year was the logical next step as we regard them as an extension of our own team. The real value is the fresh perspective that Tapestry brings, based on deep industry knowledge and shared learning from their past client-side retail senior level marketing roles and current client partnerships. We’ve seen strong online customer acquisition over the past 12 months, and we look forward to expanding our global reach this year.”
Robert Colquhoun, Co-founder and CEO at Tapestry, said: “Cosyfeet is a prime example of an established brand that combines innovative products with exceptional customer service. We’re delighted to be able to build upon the online channel growth we have helped Cosyfeet achieve so far, with a heightened focus on testing US audiences as we head into our third year together.”
In 2021, Tapestry will continue to help Cosyfeet gain a more accurate picture of channel performance across global audiences, as well as better understand their US customers as they build in number.
After recognising a gap in the market, Cosyfeet launched in 1983 with a simple idea: to make attractive, extra-roomy footwear for swollen feet. Since then, Cosyfeet has expanded its range to include ultra-comfy socks and hosiery, premium foot care solutions and innovative mobility products. Cosyfeet’s ethos is to offer high-quality products that give value for money, along with an easy and pleasant shopping experience. Recommended by over 11,000 healthcare professionals, Cosyfeet has grown into a multi-channel retail company selling via direct mail, online, and independent stockists across the UK. For more information, visit www.cosyfeet.com.