Who are River Island?
River Island is a popular fashion brand founded in 1948 in London. It's known for its trendy and affordable clothing for men, women, and children. With over 350 stores worldwide, River Island has become a go-to destination for fashion lovers.
The challenge for River Island and RevLifter
River Island is making waves in paid social media, especially on Instagram, as part of its eCommerce strategy. Customers can discover the brand through sponsored posts, similar to product recommendations.
But here’s the kicker: getting those who click on one item to check out other products is a challenge. Data from River Island’s campaigns revealed that many visitors were making single-item purchases, impacting conversion rates and revenue.
It makes sense, right? Many people visit the US site for the first time just to grab that one product they saw advertised.
The team at River Island wants to change that by optimizing their online shopping experience. They aim to encourage US customers to explore their full range, snag more items, and boost their average order value (AOV) through effective promotions, offers, and personalized marketing strategies.
The offers and campaigns
With some help from Team RevLifter, River Island launched a savvy multi-buy campaign that gives customers ‘10% off’ when they land on the site after checking out specific paid social posts and PPC ads.
Let’s break down the user journey:
- Customer clicks on a post and arrives at River Island US.
- After filling their cart, they see a friendly overlay offering 10% off on multiple items at checkout.
- A quick click on the ‘reveal code’ button gets them their discount!
River Island has set some rules for the multi-buy offer to keep things smooth. It only kicks in for carts valued at $100 or more; sale items are out of the mix to protect those margins. Once a customer sees the offer, it’s saved in River Island's Offer Wallet for easy access later.
It's all about using on-site promotions as the smart way to boost conversions and help customers save—all while keeping the brand’s standards intact.
By using RevLifter to upsell an audience, River Island is now more prepared for maximizing the potential of first-time buyers and driving ROI from a key marketing channel. Meanwhile, its US customers have more of a reason to continue their journey, with the added bonus of a discount on multiple items.
The results
“Typically, visitors would come to our site specifically to buy a product they saw advertised on a platform like Instagram. We wanted to encourage customers to fully explore the range and purchase more items.
In collaborating with RevLifter on the multi-buy campaign, we were able to take our challenge and quickly launch an idea to solve it. It’s been refreshing to mobilise like this, and it demonstrates the value of the teams behind tech partners.”
Lauren Green, Affiliate & Partnerships Manager, River Island
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