ABOUT THE BRAND

A trailblazer in modern surf, skate, and snowboarding apparel

Founded in 1991, Volcom is a California brand known for its bold approach to fashion and commitment to sustainability, and has become a beacon for those who live actively and embrace the outdoors.

The Volcom brand sells its products on a multilingual website in 20 different European countries, primarily focusing on France, Germany, Spain, UK, and Italy. Volcom has aggressive growth targets on all levers, both ecommerce and digital marketing. 

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THE CHALLENGE

Harnessing Mobile to Boost BFCM Sales and Sustain Growth

Despite its strong brand presence and loyal customer base, Volcom needed to find a way to engage customers on a more personalized level to boost app sales, particularly during high-traffic periods like Black Friday Cyber Monday (BFCM). With a growing need to cut through the noise of traditional marketing channels, Volcom required a solution that would not only capture immediate sales but also build lasting customer loyalty.

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THE STRATEGY

Leveraging Tapcart’s Push Notifications for Immediate Engagement

To tackle this challenge, Volcom used Tapcart’s robust push notification engine. The integration allowed Volcom to send tailored push notifications directly to users’ mobile devices, capitalizing on the high engagement rates of push compared to other marketing channels like SMS and paid ads.

These push notifications drive instant spikes in traffic and conversions, but also can help offset high customer acquisition costs (CAC). And if you’re willing to get creative like Volcom, your marketing efforts to drive app downloads can lead to a long-term cohort of customers who are eager to get their hands on your next product. 

“Daily average user traffic is increasing at a steady rate post-BFCM with their increased brand exposure from promoting their app during the BFCM season, ultimately leading to a long-term return rather than a temporary spike.” 
‍Courtney Meehan, Digital Marketing Director at Volcom  

Volcom’s strategy was a multifaceted approach that involved:

• Targeted Push Notifications: Tailored notifications were sent out to app users, promoting exclusive BFCM deals. These notifications were designed to drive immediate engagement and sales.
• Omnichannel Promotion: The app was aggressively marketed through email campaigns and social media platforms, including Instagram. Additionally, mobile download banners were strategically placed on the website to improve app visibility and adoption.
• Leveled Up Shopping Experience: Volcom uses Searchspring to enhance in-app search and Product Listing Page (PLP) merchandising. This tool utilizes personalized customer data to deliver a tailored shopping experience, boosting conversion rates by ensuring users find exactly what they’re looking for.

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THE RESULTS

Push Notifications Drive Record Sales and Engagement

The results of Volcom's strategy were staggering:

• In-app sales skyrocketed by 1,290% over the last 30 days.
• App transactions accounted for nearly 18% of total sales.

These impressive stats highlight the efficiency of push notifications in driving purchases and their ability to outperform other channels like SMS and paid ads. According to the 2024 BFCM Consumer Shopping Trends Report, customers are more likely to elicit a purchase via a deal with a mobile app than other channels. 

What stands out from the data is that push notifications outperform other channels in driving purchases and converting more efficiently than SMS and social & online ads.

2024 BFCM shoppers indicate that relative to reach, mobile app push notifications are:

• 127.2% more likely to elicit a purchase than paid ads
• 124.8% more likely to elicit a purchase than email
• 20.7% more likely to elicit a purchase than SMS

In other words, push notifications outperform other channels in driving purchases and converting more efficiently — and they cost nothing to send, either.

Volcom understands what mobile app features customers care about and leans into them to drive a ton of additional revenue during the holiday season.

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The Future

Volcom plans to continue leveraging its successful BFCM strategies to maintain and grow its user base. Courtney Meehan, the Digital Marketing Director at Volcom, notes an ongoing increase in daily average user traffic post-BFCM, indicating a sustained interest in the brand and its app offerings. This strategy promises a long-term return on investment, transforming seasonal shoppers into loyal customers.