Case Study: THE ICONIC achieves a 10% increase in email-to-app traffic with Branch deep linking

How THE ICONIC Built a Best-In-Class User Experience to Supercharge Growth Across Platforms and Increased Email-to-App Traffic by 10%

THE ICONIC is Australia and New Zealand’s leading online fashion, sports and lifestyle retailer, offering 1,000+ brands and 80,000 items. As app users proved to be their most valuable customers, the team faced the challenge of driving web and email traffic into the mobile app and creating a seamless, personalized cross-platform shopping experience to boost engagement and retention.

THE ICONIC implemented Branch deep links and customizable Journeys banners across mobile web, email campaigns and editorial content to route users directly to relevant product pages in the app (or the appropriate web landing if the app wasn’t installed). The approach personalized web-to-app flows, enabled visibility into newsletter down-funnel performance, and delivered measurable impact — including a 10% increase in email-to-app traffic in 2020 and higher visit frequency and repurchase rates among app users.

THE ICONIC

Melle Staelenberg

Director of Customer Marketing