Black Friday

Accent Group

The Curve

From an 800 store retailer
To digital dominator

Winning the Black Friday race

Black Friday was approaching, and consumers were actively seeking discounts. Accent Group, Australia’s largest footwear retailer, couldn’t sacrifice profitability while competing in this discount-heavy environment. Instead of waiting for Black Friday we targeted shoppers early to capture consumer interest when search terms were more affordable. Result: In-the-black-Friday!

 

Results

Creating a growth trend for Australia’s largest fashion shoe retailer.

52%

Increase in ROI

57%

% of sales from digital channels up from 14% to 22%

+12m

Additional profit generated from digital within $24m