Best shopper recapture experience 

In a world where waiting can be the hardest part, The Room Antwerp turned anticipation into an advantage. Our back-in-stock strategy didn’t just maintain interest we multiplied it, sourcing an astronomic amount of new ‘Roomies’ & revenue.

Strategy: 

Welcome to the digital catwalk where The Room Antwerp turns every step into a seismic event of style & engagement. The ‘Viral Red Jacket’ didn’t just sell; it soared, creating a whirlwind of demand that spun faster than we could stock. This jacket became immensely popular through TikTok and many fake websites exploited this by posing as sellers of the OG product at much lower prices. To counter this, a dedicated strategy was necessary, focussing on capturing the data of potential buyers during out-of-stock periods so they could be re-engaged once the product was back in stock.

Capturing lighting in a bottle – or in our case the ‘Viral Red Jacket’. Recognizing the power of this piece, we crafted a magnetic strategy to keep our community – the Roomies – buzzing & buying, even when the shelves were bare. 

1. Sustain the hype:
   From the first moment our red jacket TikTok went viral we sustained the hype and turned the red jacket into a true content pillar on its own. Since then it would appear on a weekly basis on all our social media channels further nurturing the hype and creating an astronomic demand all year round. 
2. Subscription magic:
   The moment ‘Roomies ’ craved our red jacket, we invited them to join our exclusive back-in-stock list. The allure? Be the first to know, the first to wear.
3. Engament ignition through confirmation:
   Sent immediately after registration, our confirmation email was a warm embrace to our waiting list warriors, ensuring them a front-row seat to the restock show. 
4. Cross-promotional choreography:
   Why stop at one? TheViral Red Jacket was the enrty gate to a lot of new potential customers. Our confirmation mails daced with suggestions of six other must-haves, keeping the fashion feast going & the registers ringing. 
5. Restock rocket:
   When the jacket landed back in stock, our emails didn’t just notify: they electified ‘Act fast – fashion fades fast!’ was our rallying cry, urging immediate action to snag the coveted jacket. 

Results

Performance metrics: 

• Open rate: 64% (Your eyes aren’t deceiving you that’s above industry average!) 
• Click-through-rate 22% (Not just clicks – clicks that stick) 
• Placed order rate: 2,18% 

Total impact: 

• New subscribers: as our viral red jacket TikTok’s were the ideal way to get discovered as a brand, this back in stock flow delivered us delivered us huge amount of email subscribers.
  

This is more than marketing it’s market-making. 

Proving that even ‘out of stock’ can mean ‘in demand’. 

Creative

Every email we craft is a visual & verbal masterpiece, perfectly tuned to our Gen-Z and Millenial Roomies. We’ve ditched traditional, polished marketing images for something more authentic – UGC & iPhone photos. This not only showcases our products in real, relatable settings but also celebrates the diversity of our community. Our emails breathe life into each product by featuring them on various Roomies, truly building a deeper connection with our audience. This narrates a story of inclusivity and accessibility, The Room is a place for all.