In 2016 UGG has penetrated the Russian market by using advanced marketing instruments through digital and offline communication channels in 2016, and what is being planned for 2017-2018.
We conducted surveys at our points of sale, and collected analytics from our website, forming one key portrait of the target audience of the UGG brand in the Russian Federation.
We got a marketing insight, that for russian people UGG is not just a shoe brand but an independent product category.
To create an updated image of the UGG brand among Muscovites, and to promote sales at our points of sale, we used a multi-channel strategy of marketing communications, using both classic channels with large coverage (ATL) and targeted communications with consumers in (BTL).
The UGG brand has been successfully introduced in Russia since 2010, and all this time it had only been sold through retail channels. In 2016, the new UGG Russia team launched the online store in the 85 regions of the country.
To implement such a large-scale project, we developed an e-commerce infrastructure in which all participants of the system were integrated with each other through an API, all the processes of sharing data on purchases are automated. The business operates as a clock.
Localization of client part of UGG.com website, adaptation for mobile devices.
The web site was highly appreciated by Deckers Brands, the Headquarters of UGG
The business works like a clock now.
Next seasons we are going to multiply our communications and sales by engaging creative and media agencies for better implementation of our expanding strategy.