Cross-channel marketing to reduce costs and drive sales in a down economy
When the e-commerce director of Burberry moved to build a new e-commerce division at Frette, a luxury linens manufacturer, she turned to Hagopian Ink to support new cross-channel marketing efforts, and entrusted us with migrating the company’s printing services from Italy to the United States.
A luxurious feel in email and print
On the digital side, we created elegant new email templates for tri-monthly email blasts, which led to a 20% increase in Frette’s online sales. Open rates and traffic to the site also increased with every email blast. To support Frette’s offline marketing efforts, we oversaw everything from the print management of their product catalogs to design/production of their direct mail postcards, for which we were able to maintain the personalized, luxurious feel that is the brand’s signature. We also launched partner campaigns with their interior design and hotel affiliates to increase Frette’s profile.
Crossing the Atlantic to cut costs
Our biggest creative and logistical challenge was moving all of Frette’s printing services from Italy to the US while maintaining the level of quality the brand was accustomed to and expected. Our efforts reduced the company shipping costs and eliminated time-consuming customs delays in receiving materials, which, in the past, had often slowed down their print campaign launches.
See how we also helped Frette with the visual branding for their Escape to Italy campaign.