Kidswear label Rachel Riley said it has enjoyed a marked growth in sales in the UK and around the world that began with a new marketing strategy in the run-up to the Black Friday and Cyber Monday (BFCM) period.

That strategy delivered a 77% sales increase during the period following that change in strategy, citing a tie-up with email marketing technology company Omnisend.

The brand, which has gained a strong following since dressing the Prince and Princess of Wales’ three children, said it recognised the shift in consumer behaviour towards retailers for BFCM, so Rachel Riley expanded its related campaign into a full month, starting October 28. 

“This approach ensured that customers had enough time to shop while creating a steady stream of sales”, noted Jacqueline Love, the brand’s e-commerce and wholesale manager.

“Working with Omnisend has significantly improved our ability to reach customers during busy shopping periods.

“Our order confirmation automation alone has become a powerful revenue driver, showing us that even follow-up messages can contribute to sales. In addition, we see that automations not only drive sales but help us understand what our customers need. This builds loyalty and retention, which are vital for a brand like ours.”

She added: “Last year’s Black Friday was a particularly important time for the company, as we tried to grow our business through online sales. We monitored the data closely and adjusted messaging and automations as needed. This kept sales traffic consistent throughout the campaign.”

Omnisend senior e-commerce advisor Greg Zakowicz added: “The Black Friday and Cyber Monday weekend has seen a massive surge in popularity over the last decade, particularly in the UK. That means it’s a crowded market and retailers need to have the necessary tools to get cut-through.

“Black Friday consistently drives a surge in consumer spending across various sectors, so retailers now recognise this opportunity to boost their bottom line, especially as households face higher living costs and less disposable income.”