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Demand / Sales increase of 21% YOY
I helped this small business achieve these impressive results in a number of ways. When I started working with them, the focus was on trading the online operation on a week in week out basis, with no planning, no real brand identity and limited recruitment channels. There as was a huge opportunity to really turn them into a go to brand in their sector.
It was clear the customer base really liked the clothes and that they were fairly loyal. What I did was set about trying to drive more mention of them online by starting to engage with bloggers, building a brand with their existing customer base and finally capitalizing on their store presence and really trying to push traffic online from stores. This was very successful and did not cannibalize stores traffic but complemented.
Once we had the beginnings of an online brand, I turned my attention to their existing customer recruitment program and identified multiple opportunities which either they were not doing or they were not doing as best they could. We introduced more social media offers, re-targetting display campaigns plus overhauled all their existing activity.
The final piece in the jigsaw was looking at how they were interacting with their customer database and introduced an ECRM program which led to us getting more 2nd and 3rd orders from the base as well as reactivating lapsed customers with more offers.
In addition to the work being done to drive online recruitment, the company were in a period of transition in terms of brand overhaul.
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