Buzzville, 'Media Strategy Know-how Found Outside the Media' Webinar Ends

AI full-funnel marketing platform Buzzville announced on the 26th that it has completed a webinar titled 'Media Strategy Know-How Found Outside the Media' for fashion marketers. This webinar was co-hosted with global fashion brand H&M, and received a lot of attention from industry insiders by revealing the latest marketing experiments and performance data that can maximize the purchase conversion rate of fashion brands.

The domestic fashion market is currently approaching a scale of 50 trillion won and has entered a mature stage, but consumer sentiment is shrinking due to a long-term economic recession. Accordingly, Buzzvil presented a marketing strategy centered on customer experience beyond simple discount promotions through this webinar and focused on optimizing purchase conversion. In particular, the joint session with H&M covered in depth the purchase maximization strategy using a simple payment platform, the communication strategy linking online and offline channels, and the membership marketing strategy through the KakaoTalk channel.

Kim Ki-won, H&M Marketing Team Manager, emphasized “providing a familiar payment environment” as a key factor in increasing purchase conversion rates. He said, “We hypothesized that the simpler the payment process in the online purchase journey, the more likely customers are to naturally make a purchase, and as a result of the experiment, the purchase conversion rate of customers coming from a simple payment platform linked to H&M was over 200% higher than that of other media.” He added, “Rather than creating a seamless customer journey from the beginning, the strategy of gathering customers who are already familiar with the environment we provide was effective.”

He also shared insights on the online and offline linkage strategy using the KakaoTalk channel. Woo Yo-han, the manager of the H&M marketing team who was in charge of the presentation, said, “The strategy of sending messages to customers in the vicinity of the top-selling stores through the KakaoTalk channel and inducing them to visit the stores was effective,” explaining that customized messages using online channels actually contributed to increasing offline traffic.

A Buzzvil official said, “This webinar was prepared to solve the challenges fashion brands face in line with changing consumer trends and the advertising environment, and to provide practical strategies necessary to optimize purchase conversion.” The official added, “In the future, we will collaborate with advertisers in various industries, such as games, e-commerce, beauty, and finance, to suggest advertising strategies that help improve performance in the market, and seek ways to overcome the difficult advertising market together.”

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