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Client Success: Wholesale Halloween Costumes

Reaching Military Families with Strategic Discounting

In 2005, Steven Mandell, founder of Party City, decided create a costume e-commerce site to provide consumers with a wider selection, higher quality products, more fashion savvy designs, and a more convenient shopping experience. Today Wholesale Halloween Costumes continues this commitment to delivering the best online shopping experience possible. They provide a year-round source for costumes, hats, wigs, masks, accessories, and seasonal holiday decorations and props. At Wholesale Halloween Costumes, costumes are not just about Halloween.

Challenge:

Before partnering with SheerID, Wholesale Halloween Costumes was on the hunt for new ways to differentiate their sites from the competition. It is not a promo driven site, so exclusive discounts to targeted audiences were a great way to stand out and drive incremental revenue.

Solution:

A military discount gated by a SheerID verification form in a simple, java pop-up form was added to the web site. “Getting it live was incredibly easy. We were able to just set it and forget it, which is great,” says Jim Moore, VP of Marketing at Wholesale Halloween Costumes. “We sent SheerID 50K promo codes, and that was about it from an execution stand point. It’s a terrific solution; it’s been all additive with no negative on our day-to-day operations.” The new discounts are prominently featured on the top hand navigation bar and in banners on the home page so they are easy for qualified customers to find.

Benefits:

After launch, Jim Moore and his team theorized that the new offers might not only increase incremental revenue from military consumers, but also improve everyday customers’ perception of the brand and create a feeling of goodwill. They performed a small split test and saw an overall lift in conversion rates of 10-12% on the version that displayed messaging about the military discount. Implementing offers protected by SheerID not only drives incremental revenue on Wholesale Halloween Costumes from military families, but also positively effects revenue across all customer segments.

Other benefits of the program:

  • The cost is reasonable.
  • The conversion rate is very high.
  • The revenue per verification is terrific.
  • Customer complaints by phone or on social media were zero.
The return on our SheerID investment is equal to the return we get on our email marketing program, on a percentage basis. Email marketing is our most efficient digital marketing tactic in terms of dollars in, dollars out.

Jim Moore, VP of Marketing, Wholesale Halloween Costumes


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Category
Fashion