Q&A: John Sadeghipoor, FitFlop discusses the innovative ways of using digital channels in retail

On the 12th September we hosted our first Retail Hive meeting in New York, with over 80 members gathering together to discuss round table topics around the ‘Omnichannel Customer Journeys in an Amazon World.’

Our editor, Emma King sat down with one of our Retail members, John Sadeghipoor, Global Head of Digital Marketing, FitFlop to discuss the innovative ways of using digital channels in retail, how Fitflop engages with their customers and his biggest outcome from the meeting.


Talk to us about some of the innovative ways you’re using channels to engage your customers.

At FitFlop we are using the latest digital marketing BETAs from some of the biggest paid platforms available right now, globally, with Quantcast, Google, YouTube and Facebook being our incubator partners. We’ve got test budgets assigned to do exactly that – test new things we wouldn’t normally try via BAU. We’re aiming to reach 100% new audiences through prospecting and testing new, rich, “thumb-stoppingly-good” creative – which is intended to reach-out and elevate our brand – it’s making people look, listen, engage and, ultimately, get inspired to shop at FitFlop.com.

What are the biggest hurdles you’ve encountered along the way?

One of the main challenges that we’ve faced with paid social is injecting newness into our creative. We’ve learnt that failing to do so leads to ad fatigue – which is the biggest fear for digital marketeers as your Return On Add Spend (ROAS) drops, and you are essentially reducing performance. So actually, there is a real metric behind why you want “thumb-stoppingly-good” creative: it’s not just a buzzword! It means that you’re able to make people stop, listen, touch and buy. Our creative projects bring our Brand and Digital teams together in a productive way. We’re one team essentially, driving forward our Brand through Digital. The ROAS metric can be measured from the Facebook pixel, which measures post-view interactions to the website – this could include visits to the product page, adding a product to basket or even customers signing up to the newsletter. All are “soft” conversion metrics but ultimately you want people to buy and you want them to be a new customer. We also have Facebook Attribution on the way.

Why do new customers matter more than retaining existing customers?

At FitFlop we must consider CLTV and acquisition of new customers means injecting more customers into our customer database. As a brand we like to have a lot of fun and we know that humour resonates well in video. We also use fun, rich colours in our media which resonates well. By adding filters and product tagging can drive customer behaviour so they can go from that awareness/consideration stage, through to purchase. And even if they don’t buy there and then they may go offline and buy from our Partners. The more money people spend with us the more we can invest! If we can drive more frequency and recency of purchases that means that CLTV increases, ROAS goes up and overall ROI is better which means there will be more money to invest in the future for further growth. Key takeaway: What is really reassuring is that all brands and retailers seem to be facing the exact same challenges at the same time, and what today’s session has done is open a dialogue with other brands that you wouldn’t have normally had.

What was your biggest outcome from the meeting?

What is really reassuring is that all brands and retailers seem to be facing the exact same challenges at the same time, and what today’s session has done is open up a dialogue with brands that you wouldn’t’ normally have.

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