SKIMS, the shapewear and underwear brand launches two-hour delivery to shoppers in California.
Founded in 2019, SKIMS is the creation of Kim Kardashian and LA-based entrepreneur Jens Grede. Today, the brand has taken over the shapewear market and expanded into swimwear and broader fashion, reporting an expected $400m in sales in 2022.
Jens explained that customers sometimes need specific pieces of solution wear for events they are attending, and two-hour delivery offers a convenient alternative to driving to the mall or shopping streets. Skims' new delivery service charges a flat fee of $10, regardless of order price, and is available to shoppers within a 10-mile radius of L.A.'s 90004 zip code.
“It’s the whole notion of blending the convenience of e-commerce with instant gratification of in-person shopping,” Grede told WWD. “But in-person shopping can be inconvenient. We don’t always have time to go shopping, especially not in a large city where getting around takes a long time. And we all know where we’re going to be in the next few hours; we don’t all know where we’re going to be tonight.”
“I’m so proud that we’ll be able to make a deeper connection with our customers through localized, instant delivery and become more of a trusted resource for them,” Kim Kardashian said.
Turning first-time visitors into SKIMS fans
SKIMS understood that featuring a 2-hour delivery would improve their conversion rates. According to McKinsey, the average increase in conversion is 20-30% when same-day delivery options are shown at checkout. We have measured similar conversion numbers amongst brands that use bodo’s same-day delivery. Moreover, with 55% of customers expecting same-day delivery options at checkout in 2021 the addition is really just catching up with existing consumer expectations.
This is key for the brand. SKIMS has quite a few competitors including Thirdlove, Savege x Fenty, Me Undies, Spanx, and Honeylove. According to McKinsey, 46% of customers have abandoned their cart to another brand due to slow delivery. In a competitive market, same-day delivery ensures that all possible customers are captured at checkout.
Increasing retention for fashion brands
Part of the magic of same-day delivery is how it boosts ecommerce performance.
At bodo, brands using our 30-minute delivery and same-day delivery increase retention by +15-20% and order frequency by +10%-20%. Once consumers use your same-day delivery options at checkout, they are much more likely to return and buy more often. From a consumer psychology perspective, this makes sense, because they now consider your brand the go-to anytime they want a new product.
Launching new campaigns
The SKIMS team uses same-day delivery to launch new high-converting shopping experiences and campaigns.
SKIMS created a same-day delivery landing page featuring all the products that can be delivered instantly to their customers in California. They will also link to this page every time they do a segmented newsletter campaign (to their applicable customers) as well as for geo-local ads to target new shapewear customers.
We recently wrote about how fashion brands are using bodo’s same-day delivery to activate existing customers while converting more visitors into sales.
