Herschel Supply Company

Herschel Supply Bridges Fashion and Function With Email Marketing

From backpacks and duffel bags to wallets and laptop sleeves, Herschel Supply Co. has everything travelers need to globe-trot in style. The Vancouver-based travel lifestyle brand also offers casual apparel and accessories for adults and kids and executes a number of sports, pop culture and fashion collaborations. Although headquartered in Vancouver, Canada, Herschel products are sold in 94 countries with more than 10,000 stockists worldwide.


Company

Herschel Supply Company

Location

Vancouver, BC

INDUSTRY

Retail, Apparel, Footwear and Accessories, Wholesale/Distribution

EMPLOYEES

100-250

SYSTEM REPLACED

Mailchimp

NETSUITE PRODUCT IMPLEMENTED

Bronto Marketing Platform


“The Bronto Marketing Platform is perfect for email marketers—they can dive right in without any previous experience. And customers are able to get a more personalised experience with the Herschel brand through Bronto.” Naomi Shao, Email & Retention Marketing Manager, Herschel Supply Company

Conquering Complexity with Strategy and Support

1

From local to global

Named after its founders’ small Canadian hometown, Herschel now has retail locations worldwide—from Paris to Sydney to Hong Kong—in addition to its wholesale and ecommerce operations. Functional yet fashionable backpacks have long been Herschel’s flagship item, but its offerings have expanded over the years to include outerwear, hats, luggage and more.

2

Simplifying sophisticated email marketing

With its wide range of regions, product categories and brand partnerships, Herschel needed a way to manage marketing complexity while driving revenue growth via highly personalised campaigns. The Bronto Marketing Platform’s full-featured yet intuitive, marketer-friendly solution enabled Herschel to easily deliver relevant engagements across the customer lifecycle.

3

Personalisation spurs growth

At Herschel, no two emails are alike. Using Bronto’s drag-and-drop workflows, the brand’s automated campaigns span welcome series, abandoned cart messages, NPS surveys and product review requests. Herschel has also partnered with Bronto’s Advanced Customer Support (ACS) team to help guide its email strategy and execute projects like custom webforms. All together, its revenue and email performance have continued to increase year-over-year with Bronto.

4

Building on cross-channel engagement

Recently, Herschel adopted Bronto’s Social Bridge feature to unify its emails and paid social ads. “Social Bridge enhances the multi-channel user experience—by being able to send customers an email and for that exact cohort to then see the same messaging through our social media accounts,” Shao says. Always innovating, Herschel next plans to launch a win-back email series, a loyalty program and personalised email recommendations.

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