Review is targeting new and lapsed customers to build its database, as the womenswear retailer maximises on new product ranges to drive growth.
Speaking with Ragtrader, GM Clare Hurley said the brand's rewards program currently has 350,000 customers.
“We have recently seen a strong increase in both lapsed customers coming back to shop in the brand as well as new member sign ups to the program, with an average of 1,500 new members each week,” Hurley said.
"This is through initiatives such as looking at the frequency and content of sign up offers being surfaced to customers online and engaging our retail team with sharing the benefits of our program with customers."
Specifically, Hurley noted that Review made some adjustments to how the brand connects and reconnects with both new and lapsed customers through email and SMS communication.
“This was done to ensure we are fully leveraging our large customer database and strength of store and online network to connect with new customers.”
The womenswear retailer is also planning to replatform next year, with online sales currently representing 30% of overall revenue.
“We are always looking at how we can improve user experience online and next year will see a replatform of the site to further enhance and support this channel," Hurley said.
The changes to its digital channel come as the brand elevates its product ranging this year, releasing two limited collections partnering with Australian artists and Liberty prints.
Review has also moved to a more sustainable sourcing strategy, with the introduction of recycled polyesters and recycled packaging.
Hurley said securing collaborations will be an ongoing strategy for the brand.
“The best and most recent example of this for Review was our partnership with The Design Files,” Hurley said. “Lucy Feagin from TDF worked with us on identifying some fantastic artistic talent who we could partner with on our limited edition capsule.”
Feegin also engaged with the Review team through studio visits and taking part in Q&A panels.
“More of this story telling and inspiring our customers over and above product and price is a great opportunity for us,” Hurley said.
On the retail front, Review has upgraded 14 sites and opened a new location in Sydney's CBD.
The brand operates 77 stores across the country, including Myer concessions. Review has a primary focus on improving its existing store network rather than expanding its physical portfolio.
Hurley said these network enhancements have been accelerated by the merging of its parent company, PAS Group, with Brand Collective this year.
“Now, as a company that has over 26 brands that are part of a diverse portfolio, we’ve found value in getting insights and taking learning from other brands within the portfolio that we can translate back into Review.
“This year we have adjusted our flow and mix of inventory and offers so we can provide the most compelling range possible for customers through this period."
Looking forward, Hurley said the key challenge for all retailers is the changing macroeconomic climate.
“Retail is a fantastic industry, but not for the faint hearted. There are always challenges and we’ve just become more used to navigating consistent changes.
“Whilst we’ve seen supply chain challenges plateau recently, with shipping costs declining and lead times shortening, finding great staff has required a lot of pre-planning, internal succession and recruiting in creative ways.
“Last year saw our business impacted by lockdowns and an absence of occasions to dress our customers for. Currently the rising inflation and declining FX rates present different pressures on both volume and margin.
“Underlying all this, because Review has a unique positioning in the market, keeping the brand exciting and true to it’s core customer whilst incorporating current consumer trends and demands is exciting and a challenge.”