SHEIN is an international B2C fashion e-commerce platform. The company mainly focuses on women’s wear, but it also offers men’s apparel, children’s clothes, accessories, shoes, bags and other fashion items.
SHEIN has had great success with its online marketing, but through 2019 and continuing into 2020, SHEIN has been benefitting by engaging its audience through the Direct Mail Channel.
Entering into a new channel provides some challenges particularly as most of the communication sent to their clients has been through email.
The market audience and client base for SHEIN is predominantly female and in the younger age groups from teenagers to younger adults. Compliance around the use of data means that before any data is used that a detailed cleansing process takes place.
The client market for SHEIN is one that is relatively transient, students and shared accommodation being a high. As such individuals move more frequently, so the address that communications are to be sent will need regular updates.
When a business is printing and despatching tens of thousands of catalogues then it is critical that the data is as accurate as possible:
- Data accuracy saves wasted cost of delivery to ‘Movers/Gone-aways’
- Reduce print quantities to ensure that there is no waste
- Update internal databases to ensure that the database is as accurate as possible for future communications
On average approximately 6%-10% of the data received requires updating – this is inline with the UK market – particularly for the more transient younger market that SHEIN attracts.
It is critical to consider the environment as well as business costs as part of this exercise, and by completing a data cleansing process the savings are considerable:
Per mailing cleansed: 6-8000 records per 100,000 mailed.
Costs saved: circa 32p per cleansed record
SHEIN – have increased their direct mail volumes significantly in 2020 since testing the media in 2019. They have further plans for Direct Mail throughout 2021 and find the return on investment extremely positive, they have also benefited from new user incentives from Royal Mail.