Uniqlo

Marketing Strategy Breakdown

You can access here some of the data we collect on Uniqlo ecommerce marketing strategy, on their Email, Ads, Landing pages channels, on top of some of the marketing softwares they're using on their eshop.

Send frequent, timely and personalized emails to engage customers

Uniqlo sends at least two emails per day, especially in the second half of the year. For example, between October 3 and 13, they sent 20 emails, each showing different parts of their email strategy:

• Creative and fun language: "Outfit repeater? That's us!," and "Accessories you'll fall for".
• Personalized product recommendations: "cecile, meet PUFFTECH," and "Find the perfect pairs".
• Seasonal relevance and timeliness: "The fall outfit formula," and "Bundle up in NEW!,"
• New arrivals: "Just arrived: MAGIC FOR ALL with Yu Nagaba," and "All the ways to wear our newest collection".

• Best-sellers: "Best-sellers are back!"
• Promotions and urgency: "Long weekend deals start NOW," and  "Savings start...NOW,".
• Deals for specific events: "Long weekend deals start NOW," and "Friday DEALS for weekend feels!".
• Focus on specific product categories: "Falling for dresses and skirts," and "Accessories you'll fall for".
• Functional product positioning: "Your secret weapon for winter survival," and "A Soufflé sweater makes everyday better".
• Product versatility and usage: "Wear-to-work styles," and "All the ways to wear our newest collection".

Uniqlo's email marketing focuses on simple strategies. They send frequent emails with content relevant to the season. They promote urgency with limited-time deals, highlight new arrivals, and personalize product suggestions. They also use creative and fun messaging. Each email has a clear goal, keeping customers engaged with timely offers and specific product categories.

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Landing pages: Encourage bulk purchases with personalized item sets

Uniqlo ends its landing pages with a “ Frequently Bought Together ” section that shows items related to what the visitor is viewing.

By using this approach, you can increase the order value because visitors may buy extra items from your suggestions.

This section will be seen as an informative and useful part of your landing pages as it helps your customers find related items they might need or want and improves their shopping experience. 

In conclusion, the more complementary and trendy the suggestions are, the more likely customers will buy multiple items together.

They have a very solid email marketing strategy - as their Average Spam score is very good since it's -3,6 (Spam score is a measure of how likely an email is to be considered spam by a spam filter. The higher the score, the more likely the email is to be considered spam.). Also, a point regarding to subject lines - Emails usually have a better open rate while keeping the subject lenght below 36. Here, as it's 36 characters, they're doing just ok! Uniqlo could improve their open rate even a little but on mobile devices by trying to keep their subject lines shorter.

Fun fact - they're using emojis in 21.24% of their emails - the main ones they use are 🛒  🔥  👀  🧥  🌟  🎵.

We display here a overview of Uniqlo email marketing strategy - along with other brands from the Fashion industry. Amongst their last emails sent, two of them were 'Kick off the summer in style' and 'TREND ALERT: Linen UV Protection + more'.

One interesting note as well, about their whole domain reputation and SEO - their Authority Domain Ranking is 85 on https://www.uniqlo.com/. This is excellent - and hard to achieve, as it takes time, consistent SEO work and a solid SEO strategy.

One interesting thing that this data allow us to understand is a common trait for the best brands, in order to achieve success - they always deliver a consistent message across all channels.