As an emerging brand, Dagne Dover is creating bags and accessories that are functional and design-centric. The company started over 5 years ago, offering bags that are multi-functional, whether going to work, the gym or out on the town.
The major appeal of their product is how it solves real problems for their target customer. “We responded to the most common needs women had with organization and style at the same time. We created a bag that does what it needs to do,” according to Vadim Grinberg, VP of Consumer Growth and Insight. “We want the customer to get exactly what they want and end up loving the product they get.”
Providing an exemplary customer experience is one of their primary goals, and they chose to bring on Narvar to build stronger relationships. “Narvar is a best-in-class partner who helps us connect with our customer. If I had to give it a star rating, it would be a 5 out of 5,” Grinberg said.
“Narvar is a best-in-class partner who helps us connect with our customer. If I had to give it a star rating, it would be a 5 out of 5.”
Vadim Grinberg, VP of Consumer Growth and Insight
Influencing Higher Engagement
After implementing the Narvar tracking page, Dagne Dover saw a high marketing click-through rate (CTR) from their tracking page back to their website. In 2019, they had a 13% CTR back to their website, compared with an 11% benchmark for the apparel, footwear and accessories category. They utilized their tracking page to showcase their products in a way that focused on their utility and benefit to the customer. “We are able to get a simple logical experience that focuses on customer needs and gives them as much information as clearly as possible,” Grinberg said. “It still gives time to have a consistent, branded and low impact way to maintain branding and marketing. It’s amazing.”
Their engagement didn’t just stop at CTR. Dagne Dover was able to optimize their tracking page to increase conversions and resulting revenue from this repeat traffic. Through their choice of marketing assets, they were able to produce a 20% higher conversion rate than the site average. Customers can learn about other product categories, keep browsing, and convert based on good content on the branded tracking page. “Narvar provides an experience that isn’t just email. By having marketing assets on our tracking page, we are able to use a platform that works to increase both customer engagement and revenue,” according to Grinberg.
“Narvar provides an experience that isn’t just email. By having marketing assets on our tracking page, we are able to use a platform that works to increase both customer engagement and revenue as a part of our website experience.”
Strengthening Customer Service
In tandem with promoting their brand, Dagne Dover’s tracking page also helped improve customer service and reduce WISMO (“where is my order”) through automating proactive communications and status updates on orders, eliminating the need for reps to address each request manually. “Narvar is helping us strengthen the bonds with our customers, both on the marketing side as well as the customer service and operations side of the business.”
“Narvar is helping us strengthen the bonds with our customers, both on the marketing side as well as the customer service and operations side of the business.”
As a result, Dagne Dover was able to increase the operational efficiency of their customer support team. “Narvar has vastly improved our ability for customer service to start clearing out their queue,” he said. “We haven’t had to hire a lot of additional people to manage our extremely fast growth in the past 9 months.” With less of a focus on needing to address these simple customer package status queries, they have been able to focus on what matters most, solving customer problems. As a result, their customer satisfaction rating is 4.1 out of 5.
Returns can be arduous, but with Narvar, Dagne Dover has been able to reduce friction in the experience. “It’s all about making the return more efficient and customers happy. People who have complained about the returns process has gone down dramatically,” Grinberg said. Their goal was to give the customer all of the information they needed as clearly and quickly as possible.
“Narvar offered this great experience and was a true partner who could give our customers the information they needed and facilitate returns in a simple manner.”
Deepak Gandhi, Founder and COO
With the rollout of Narvar Concierge, a network of over 8000 physical locations across the country that Narvar’s retail partners can tap into for pickups and drop-offs, customers are now able to return items at select Nordstrom stores in LA or their local Walgreens. Dagne Dover was one of the initial retailers to take advantage of this network. According to Deepa Gandhi, Founder and COO, “Narvar offered this great experience and was a true partner who could give our customers the information they needed and facilitate returns in a simple manner.” In the first few months, Dagne Dover saw about 20% of their customers choose to drop off their return at a Narvar Concierge location, indicating high demand for this convenience. It was an added benefit on the Narvar platform, and “a great option for retailers who want a more seamless option, without building out these systems on their own.”
By improving their returns process, they were able to provide a more convenient option that catered to their customer’s needs. “Remov[ing] points of friction for customers leads to stronger loyalty and return purchases,” she said.