Almost 50% of all people that purchased their eyewear at Ace & Tate, buy their next pair at the same company. That’s a nice development, but it’s not enough. Camiel de Lange van Bergen (cofounder and CMO): “Re-order is a crucial part of our business model. If people are not reordering then we will not be able to stick with our price of € 98 per pair of glasses.”
Ace & Tate
Optimizing the percentage of re-orders is completely in line with the business model of Ace & Tate. The company was founded on the principle that it’s strange to have twenty pairs of shoes and only one pair of glasses, as glasses are the most in your face apparel there is. It’s very clear to Ace & Tate: you should have multiple glasses to chose from which makes Ace & Tate more like a lifestyle brand than a spectacle retailer. So what makes the company the different? Ace & Tate publishes their own magazine, posts inspiring contents on social media, does not able in special offers, does not undertake intrusive marketing campaigns and they only work together with parties they enjoy working with. “They safeguard their brand identity with their lives”, according to Top of Minds
“The corporate strategy of Ace & Tate is crystal clear: they do not want to have consumers, but fans. If you can make that happen as a eyewear brand, then you know you’ve done a good job.”
Vacancy: CRM Manager
As of the first day of business, the orders arrived gradually. Mark de Lange (cofounder and CEO): “The first couple of days we asked ourselves, do we know this customer? The answer was always yes, until about day four when we received an order from someone we didn’t know.” Ace & Tate has now moved to the next phase. Orders keep coming in, but do people come back for a second pair of glasses? Do they also order sunglasses? Do customers visiting the store, also go to the website? These are all questions that can be answered by CMO Camiel de Lange van Bergen, but those answers have not been translated into a useable strategy yet. And then we haven’t even touched on this strategy being implemented throughout the organization. The CRM Manager will develop this retention strategy. Camiel de Lange van Bergen:
“We want to inspire people. Get people to visit our website and stores, because they want to. Not because we lured them in. For instance, we want to inform someone that buy spectacles with round glasses, about collections that contain that type of spectacles. Or tell someone that always sticks with safe colors, about the amazing and vibrant colors that are part of this season’s collection.”
Camiel de Lange van Bergen mentions two different strategies here. Both aim to inspire, but use a different approach. Which one will be most effective? The CRM Manager will dive into the data, experiment with different messages, chart the entire customer journey and, after a few months, know exactly which strategy leads to the highest conversation rate.
Online Marketing team
Ace & Tate is a young startup and the position of CRM Manager is new. The CRM Manager will be someone who knows all about reaching out to (repeating) customers in order to achieve the highest possible conversion rate. They know when to get into contact with a customer, at what stage of the customer journey, with what message and through what channel. The CRM Manager shares their knowledge with the rest of the team and goes straight to work on the implementation. In close cooperation with the Senior Online Marketer, new online campaigns are developed and implemented. The Email Marketer personalizes the emails and newsletters, where the Copywriter will be writing effective and inspiring content. The Business Intelligence teams will ensure that all communication reaches the correct audience. The CRM Manager works closely together with the Online Marketing Manager, Copywriter, Email Marketer and Designer and will be in close contact with Camiel de Lange van Bergen.