BRUNT Workwear’s End of Year Sale drove 30% more revenue from repeat customers – here’s how
Discover how BRUNT used Monocle's Promotion Platform to make room for new gear without sacrificing margins or brand equity.
30%
increase in incremental revenue from repeat customers
28%
increase in gross profit from repeat customers
3.6X
ROI on incremental promotion spend
During its End of Year Sale, BRUNT deployed tailored incentives via Monocle that led to the following results:
about
BRUNT Workwear started with a simple mission: create high-quality and comfortable workwear for hard-working tradespeople across the globe. Today, their boots and work-ready apparel have reshaped blue-collar industries, garnering universal acclaim from workers and publications like Modern Retail and Fine Homebuilding.
"Even brands that exercise restraint in offering discounts must have a well-defined promotional strategy. Monocle has provided us with this essential framework, and they’re the first partner my finance team likes as much as I do."
The Challenge
BRUNT sought to run an effective End of Year Sale without diluting brand equity
As a premium and sought-after workwear brand, BRUNT rarely engages in discounting to drive demand. However, as the brand scaled and expanded its product line, BRUNT's Sr. Director of Customer Loyalty and Retention, Sarah Litt, sought a way to clear space in the warehouse for all-new gear.
Sarah knew discounting was a reliable way to drive demand to clear out space in the warehouse, but she also knew sitewide discounts would both dilute BRUNT's perceived value and affect its bottom line due to increased promotional spend. She needed a way to target specific users with personalized offers.
After testing several promotion optimization tools with sub-par results, Sarah discovered Monocle and knew she'd found the solution to BRUNT's dilemma.
"Monocle is much less of a black box than other solutions. Their team clearly shows the attributes that dictate the offers being given to our shoppers. Not only do we know our promotions are optimized, but we also gain valuable takeaways from their data."
The Solution
Monocle helps BRUNT convert sitewide discounts into personalized offers
When BRUNT partnered with Monocle, they had two clear objectives:
- Drive demand during its End of Year Sale via personalized offers
- Retain brand equity with strategic offer deployment
Monocle's Promotion Platform analyzed hundreds of variables to generate a complete view of the incremental effect of offers for each shopper. BRUNT leveraged this model to create optimal offers on a per-shopper basis. With each offer fine-tuned to incentivize the shopper to convert, BRUNT was able to increase sales revenue while safeguarding brand equity.
BRUNT then leveraged Monocle's Klaviyo integration to send personalized offers directly to shopper inboxes. Combined with Monocle's ability to allocate discounts only to shoppers who need a gentle push to convert, BRUNT effortlessly avoids over-discounting its products.
These functionalities proved vital in helping BRUNT drive revenue from its End of Year Sale. Rather than running sitewide discounts, BRUNT deployed personalized offers to shopper inboxes, driving conversions while maintaining brand equity. This combination resulted in a significant increase in incremental revenue, gross profit, and promotional ROI.
"We never could have replicated this level of offer personalization in-house. It's amazing how quickly Monocle has become a core pillar of BRUNT's promotions strategy."
The Results
30%
increase in incremental revenue from repeat customers
28%
increase in gross profit from repeat customers
3.6X
ROI on incremental promotion spend
The Results
BRUNT's End of Year Sale yields a 28% boost in gross profit from repeat customers
With Monocle at its side, BRUNT saw significant increases in incremental revenue and gross profit from repeat customers from its End of Year Sale. Better yet, they cleared their previous season’s inventory without diluting brand equity.
Here's a snapshot of the results BRUNT drove with Monocle during its End of Year Sale:
- 30% increase in incremental revenue from repeat customers
- 28% increase in gross profit from repeat customers
- 3.6X ROI on incremental promotion spend
Moving forward, BRUNT plans to use the shopper insights gained from Monocle to shape the direction of its direct mail marketing. With new insights being collected daily, BRUNT is eager to continue driving profitable marketing with Monocle.
"The Monocle team's support is simply incredible. When we mentioned expanding into direct mail as an additional lever, they immediately went to work helping us facilitate the shift. We've never worked with such a dedicated team."
