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Extra £1.2m added YOY from strategic rethink
Pink Boutique are a fast fashion online retailer turning over approx £25m and based in the north East and I worked with them for 9 months to overhaul their ecommerce offering in a very competitive and challenging market.
Paid Social channels had a very poor ROI and, whilst normally you can see the increase coming from assisted conversions, after looking in Analytics, assisted conversions only drove an extra 16% in revenue – so still not cost effective!
After looking at budgets and targets for the year, I could see there was a shortfall in the numbers – we needed a rethink re where we were spending budget to get new customers. I recommended that we move some of this under-performaing budget and invest in a RAF program
We reinvested budget from paid social to a structured RAF program run by Mention Me – based on previous experience of this particular RAF program with a similar type of customer, this was forecast to drive an extra £1.3 million in revenue.
New Customer increase - from -43% to increase of +32% YOY
British American Tobacco had purchased an underperforming Vaping brand and asked me to work with them over an 18 month period to correct the decline in performance and turn the brand around – which I did!
Following years of underinvestment in both website conversion as well as new product development and gaps in customer insights, one of BATs newly purchased brand was in decline in terms of new customers and registrations
After assessing the scale of the challenge, I worked with the small team there to undertake an overhaul of site functionality as well as introduced a basic CRM program to lead new customers through the benefits if VIP vs other competition .
Impact was that we were able to both do more to convert new customers coming onto the site – taking them through the brand benefits. the brand also had a stores presence and I focused on ensuring our local SEO was optimized – resulting in new customer numbers recovering from a decline of -43% to an increase of +32% YOY
500% increase in Local SEO traffic YOY
British American Tobacco had purchased an underperforming Vaping brand – they had a stores network but were underperforming in terms of organic reach
The brand which BAT had purchased had over 100 stores and concessions nationwide however none those stores were effectively indexed at a local level by Google – lost traffic opportunity!
I audited each part of the Ecommecre setup and put a growth strategy to gether addressing all the shortcomings. After a period of focus on improving the local presence of each store, we resubmitted the stores and got them indexed by Google quite quickly.
Over the course of a few months we saw more traffic for those pages plus we saw an increase in footfall YOY for most of those stores – ultimately we saw a 500% increase in organic visits for these stores pages.
Digital Growth Plan delivers +41% increase in Revenue YOY
Pink Boutique are a fast fashion online retailer based in the north East and I worked with them for 9 months to overhaul their ecommerce offering in a very competitive and challenging market.
Notcutts online operation was underperforming as part of the wider business with poor integration into stores real estate, limited merchandising of product, challenging and expensive platform and limited time to focus on product merchandising.
As well as refining processes to allow team more time to focus on product merchandising, I proposed to the board that we invest in conversion trigger functionality (Feefo, RAF etc) as well as Affiliate program and working to improve Organic traffic
Over a 12 month period, I delivered a 41% increase in revenue to £3 million – greater focus on the site real estate plus some quick win traffic investment drove this increase as there were obvious gaps in the Ecommerce Growth Model
RAF program generating 15% increase in new customers
Pink Boutique are a fast fashion online retailer based in the north East and I worked with them for 9 months to overhaul their ecommerce offering in a very competitive and challenging market.
Poor ROI viw Paid Social channels led to low new customer acquisition rates vs expected. The core challenge was – how do we bridge the gap and ensure we have enough new customers coming into the funnel?
After looking at budgets and targets for the year, I could see there was a shortfall in the numbers – we needed a rethink re where we were spending budget to get new customers. I recommended that we move some of this under-performing budget and invest in a RAF program
We reinvested budget from paid social to a structured RAF program run by Mention Me – based on previous experience of this particular RAF program with a similar type of customer, this was forecast to drive an extra £1.3 million in revenue.
Digital Growth Plan delivers 166% increase in Revenue YOY
The Conran Shop are a high end fashion store whom I worked with for a short contract as they needed someone to come and improve trading over a key trading period following a series of declining YOY sales.
Improve trading performance over the key Christmas period when sales had been in decline over the previous 2 quarters,
After a short time reviewing capabilities, the key focus for me was to get team thinking primarily about upsell / cross sell strategies, improving recommendations logic and improving the key trading landing pages, working with new CSEs and introducing more high end product.
Over the trading period in question, I more than doubled sales YOY by really focusing on the daya to day trading as well as getting wider team more involved in the web. I also introduced an in store data capture program.
Digital Growth Plan delivers 40% increase in Database
Notcutts trades a lot of it’s sales during member only weekend sales events however were under utilizing the opportunity to synch up the on and offline customer – something I addressed for them.
Whilst a lot of visitors came into store during these Privilege weekends, they could not distinguish between customers who also shopped online and those who did not – this was a great opportunity for data capture.
I proposed we run a scratchcard competition for all in store customers – basically Win a range of Summer furniture by providing us with your privilege number – enabling us to capture all those members whose data we did not have
This was very successful and resulted in a database increase of 40% – all those Privilege customers whose data we did not have – now enabling Notcutts to introduce a CRM program for those customers
Digital Growth Plan delivers +177% in Marketplaces YOY
Yoursclothing are a ladies fashion retailer based in Peterborough. I worked with them to deliver a growth plan for their website. Marketplaces was a key channel for them and one which I focused on during the early stages of the contrct.
Sales in the channel were up 10% YOY however the ambitions of the company were to drive more ambitious sales targets. The challenges were specifically in how to rank better on Ebay and how to get more stock on in a timely manner
As I refocused on optimizing the channel and improving feed content, descriptions and promotional offers across inventory were also identified as a priority. The inventory being pushed out to Ebay also increased with an extra 30% SKUs. Ebay is a very demanding marketplace to work with and it was essential also to improve our reputation which I focused on with improved customer service and turnaround times.
Within a few weeks we saw sales beginning to increase and our reputation with Ebay begin to increase as we responded in a more timely manner. With the increase in stock, improvements to feed as well, we ended the year with an 177% increase in sales YOY.
Digital Growth Plan delivers 25% increase in 2nd order sales
The Original Factory Shop are a discount retailer, primarily based in the North West, who focused on discounted domestic goods and electrical / furniture products.
TOFS were going through a challenging year with poor commercial focus in Ecommerce alongside a junior team who were maintaining rather then driving ecommerce sales. I started my review to look at their customer database. What I found was that their CRM program was non existent.
I set up a very simple CRM program which segmented the customer database and separated different stages of the customer journey – overhauling the creative, the offer, the message and added testimonials to the creative – as well as place greater emphasis on 2nd orders.
With traffic flat YOY and expected to stay so for the next 4 / 5 months, setting up the basic CRM program led to increased sales from the CRM channel over the first few months and towards the end of the year, we saw 2nd order sales increase by 25% yoy.
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