In 2005, Steven Mandell, founder of Party City, decided to 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.
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.
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 the 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.
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 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