Strand boosts online revenue by 37% with Pattern's AI tools

Strand has reported a 37% year-on-year increase in online revenue, achieved through its collaboration with Pattern, a global ecommerce and marketplace accelerator.

Strand, known for its handbag, luggage, and travel accessories in Australia and New Zealand, has been working with Pattern to improve its online reach and engagement. By utilising advanced AI technologies and digital marketing services provided by Pattern, the retailer has been able to attract new customers and maintain its competitive edge.

Strand operates over 300 retail locations and also has a strong online presence, aiming to continuously engage with new audiences. Pattern's involvement has significantly contributed to Strand's growth by managing paid search, paid social, and organic search channel strategies.

Prue Thomas, Marketing and Digital Director at Strand, stated, "Our long-term partnership with Pattern has enabled us to reach new levels of online growth. Their extensive digital marketing experience and custom AI tools have not only increased our online revenue but also allowed us to connect with digital shoppers in a more personalised way. The ability to optimise our product offerings at scale has been a game-changer in staying competitive and relevant in a challenging market."

Pattern's custom-built software facilitates optimising product feeds at scale, employing AI and machine learning to update product attributes like titles, descriptions, and specifications dynamically. This tool addresses roughly 1,600 Strand products.

Merline McGregor, Managing Director at Pattern, explained, "In the past, optimising product feeds of Strand's scale would require over 100 hours of manual work. However, by implementing Pattern's proprietary AI tools, this process was streamlined significantly, enhancing performance and allowing for rapid scalability."

The AI tools from Pattern tailor each product attribute to industry best practices while maintaining Strand's unique brand voice. This has resulted in more extended product titles and descriptions, thereby increasing content depth, quality, and visibility across search platforms.

McGregor further commented, "The strength of our proprietary AI software lies in its ability to customise at scale, empowering Strand to connect with customers more effectively. With AI, we've taken a manual, time-consuming process and turned it into an efficient, data-driven system that provides Strand with a significant competitive advantage. It's a partnership grounded in innovation, and the results speak for themselves."

Over the past year, Strand's return on ad spend improved by 11%, and it acquired over 2,300 new customers through targeted campaigns. This progress underscores Strand's resilience in the handbag and luggage market, despite economic pressures.

Pattern has also executed a detailed Google Ads strategy for Strand, harnessing platforms such as YouTube, Demand Gen, Performance Max, and Search. This approach resulted in a 41% increase in ad impressions, a 10% reduction in cost-per-click, and enhanced ad spend efficiency.

Looking to the future, Strand and Pattern are expanding their partnership to include international growth into the UK and a revamped loyalty program.

Thomas concluded, "Our relationship with Pattern goes beyond a typical agency-client dynamic. We trust Pattern to support our ongoing growth, through acting as a strategic partner for major new business initiatives and helping us to navigate trends in ecommerce and consumer buyer behaviour that will open up new opportunities for our business."