Ecommerce Marketing
Franklins
The Challenge
Franklins is a beauty retailer specialising in salon-quality products at wholesale prices. They currently operate 8 retail stores, and despite having an online presence since 2017, their website was delivering very few sales. They approached Glaze to build a brand new Shopify website and carry out appropriate marketing activity to drive sales.
Strategy
We identified the potential for the brand based on the quality & quantity of the products they carried. We then created a strategy that would attract visitors searching for the products they sold to the website, convert these visitors to customers through an industry leading web experience and finally retain these customers using email marketing.
What We Did
We built a new website from the ground up, with a specific focus on giving it a strong foundation to grow their organic search traffic over time, to ensure long-term success. This involved analysing the most popular search terms their target customers were using and closely aligning these with the product categories on the site.
Once the website was up and running, we created a series of targeted pop-ups to capture customer data and grow Franklins’ email database for further marketing activity. We set up a 10% initial discount to incentivise people to sign up.
To start generating traffic to the website and reach new audiences, we planned and implemented a PPC marketing strategy to push relevant product lines across Google Shopping, as most of our target customers already know what they are looking for.
With the email list steadily growing, we provided Email Marketing services to create and deliver automated emails to the audience based on visitor behaviour and stage of their buying journey, alongside regular content campaigns that were sent to all subscribers.
Results
Over 40k Email Subscribers
Increase in Revenue Year on Year
Increase in Users Year on Year
Our strategy had an immediate impact on the visitors & revenue growth of the website. The flywheel of capturing customer data and using this data through email marketing lead to stead growth of subscribers, users & revenue over a 12 month period with revenue & users increasing by 1,832% & 783% respectively year over year.
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