Back to the homepage

Abito Allora

Selling one-of-one couture online, where the real constraint is trust, not traffic.

Role
Store & Digital Marketing Manager
Scope
Website, campaigns, content, analytics
Stack
Squarespace, Meta Business Suite, GA4
Team
Solo, reporting to the founder
01

The problem and what I did about it

A boutique in Zurich selling pre-owned couture, where every item is one of one.

Nothing about the standard e-commerce playbook applies. You cannot restock a bag, and nobody spends four figures on a second-hand Hermès without first believing it is real.

  • Inventory that cannot be scaled or repeated
  • Doubt about authenticity, condition and how prices are set
  • Online and in-store behaving like two unrelated businesses
  • No paid budget and no second pair of hands

Rebuilt the shop around reassurance

Restructured navigation and product discovery for mobile first, added multilingual support and customer logins, and wrote the two pages that did most of the work: who we are, and exactly what happens when you consign with us, including how we price.

  • Squarespace
  • Information architecture
  • SEO
  • Copy

Ran an advent calendar for 24 days straight

A daily piece of content across Stories, Reels and Facebook, each one tied to a real item in the shop. Stories carried 73.8% of all engagement, so that is where the daily beat lived. Filming in-store fed the feed; the feed fed footfall.

  • Content
  • Instagram
  • Campaign planning

Read the data honestly

The numbers said the newsletter was not converting. It was routing people to Instagram, and the website was not a browsing destination but a place people went to verify us before buying. I stopped optimising both for the wrong job and started measuring them for the right one.

  • GA4
  • Meta Business Suite
  • Attribution

Connected the channels instead of running them separately

Email introduced each campaign, the website carried the proof, social drove the daily interaction, and the in-store experience pushed people back to digital. Repeated exposure across touchpoints, rather than one well-timed post.

  • Customer journey
  • CRM
  • In-store
Advent calendar campaign content published across Instagram and Facebook
Twenty-four days of the advent calendar. Each post was built around a single piece of stock, filmed in the shop.
The Sell With Us consignment page
The consignment page. Pricing stated up front, because what consignors fear most is being quietly underpaid.
Christmas edition newsletter layout
The December newsletter, written to send people somewhere else rather than close the sale on its own.
02

What moved

Measured across the campaign period, with no paid media budget.

123Kviews on social, reach up 37%
+43%organic search clicks, 33K impressions
60%newsletter open rate, 5% click-through
+29%new users to the website, 70% on mobile

What the data actually said

  • Email was a bridge to social, not a conversion endpoint
  • The website was used to verify us, not to browse
  • Mobile behaviour dominated every channel
  • Stories carried 73.8% of engagement

What I would do next

  • Strengthen cross-channel tracking and attribution
  • Expand SEO beyond brand keywords
  • Build repeatable content frameworks instead of one-off campaigns
  • Add reviews and authentication storytelling as trust signals