CONT-0633 Customer Corner_v2

Krystina Banahasky is a retail marketing vet with seven years of experience at luxury and contemporary brands like Sam Edelman, Anne Fontaine, and Temperley London.

Throughout her career, Krystina has focused on maximizing revenue and brand affinity while optimizing IT infrastructure. As UNTUCkit’s director of ecommerce and digital marketing, Krystina leads digital business and strategy, sales, marketing, and operational projects.

We sat down with Krystina to learn more about her digital marketing experience, the evolution of UNTUCkit’s marketing strategy, and how she thinks about the interaction of upper and lower sales funnel programs.

Stay tuned for the second part of our two-part interview series, where Krystina gives out her best holiday marketing advice.

AdRoll: Tell us about UNTUCKit—your history, research, and design.

Krystina: UNTUCKit started with a seemingly simple problem: shirts just don’t look good untucked.

Our founders recognized the lack of casual—yet sophisticated—clothing available for men that could be easily solved: a better fitting shirt that looks good untucked.

When UNTUCKit launched in 2011, the product offering consisted of about 15 button-down shirts, but by 2015 we expanded to knits, polos, sweaters, hoodies, outerwear, and also began growing our women’s line.

This year, we’ve established our retail footprint in NYC and Chicago and we’re launching an LA store this summer. We hope to have six brick-and-mortar stores in the US by the end of the year and are excited to pursue international business as well.

Through market analysis and research, we were able to identify three key aspects that differentiate our products from all others.

  1. We have perfected the hem line and length of the shirts, causing them to fall exactly halfway between the belt and the zipper.
  2. The ideal hem hits just above the pockets, which allows comfortable access to the pockets and accents the pants.
  3. Our shirts’ regular and slim-fit options flatter our male customers’ physiques, making an UNTUCKit shirt the perfect go-to from a Monday in the office to a Friday date night.

AdRoll: What are the key building blocks of your marketing stack?

Krystina: Our key building blocks include online and offline customer acquisition through radio, television, print, digital display, and social marketing with key platforms, affiliates and referral programs.

Then, we bring it full circle with retargeting. We really value having a full-funnel performance marketing platform like AdRoll.

Prospecting has also helped us to grow brand awareness and drive new traffic to our site. Meanwhile, AdRoll’s retargeting has driven incremental revenue for our business by turning window shoppers into brand loyalists.

AdRoll: What are your overarching goals for 2016?

Krystina: This past year has been focused on building infrastructure and activating key digital marketing channels found in a traditional ecommerce plan. Although UNTUCKit excels in out-of-the-box marketing and business strategy, we now need to keep momentum going and establish an expansive presence.

Our goals through the end of the year are to propel brand affinity and awareness, reach our customers online and offline—as our brick-and-mortar presence is new, but rapidly expanding—and create a seamless experience through both sales channels.

To avoid playing catch up with brands that have had more time to build an omni-channel business, we’re skipping straight to individualized experiences through segmentation and customization. Our team is focused on segmenting key target demographics and customizing each experience from the ad served to the checkout process.

AdRoll: What are the biggest challenges you face in executing a performance marketing strategy?

Krystina: Since we’re launching several marketing channels later than some of our competitors, we have to think about the next steps. Not only do we want to reach unchartered territory for the brand, we also want to build immediately robust programs with optimum efficacy.

Business is growing quicker than our team and resources can expand, so we have to be as efficient as possible. This means approaching everything with skepticism, setting expectations, and holding ourselves and our partners to high standards and accountability.

AdRoll: What metrics are important to you when looking at top of the funnel vs. retargeting campaigns?

Krystina: In general, it is vital to agree internally on a success metric to properly measure your business’ health. As we implement new campaigns and optimize current channels, we have to identify expected results and set standards for each individual channel.

Each advertising channel solves a different business need throughout the customer journey.

So, each should be evaluated differently as they contribute to the bottom line. We use industry KPIs as a loose benchmark, rather than setting our goals based on industry norms. On a positive side, this sets the bar as high as we can reach, but can be a challenge as the lines between expectations of each unique channel begin to blur.

That said, our goals are simple: to be less wrong about attribution and prioritize the channels that drive optimum return. For instance, a campaign that garners clicks is not valued unless it results in profitable revenue.

To learn more about AdRoll and discuss your digital marketing strategy, email our team.