The nation’s largest furniture retailer was spending the bulk of their significant advertising budget on traditional media such as radio, TV ads, and billboards, only to have web-savvy competitors use their own unique branded keywords to steal away online consumers with digital advertising.
Agency 451 persuaded executives to expand beyond traditional marketing tactics that focused only on serving their face-to-face customers, and to consider capturing customers who go online to research products and make purchases. 451 created and executed integrated search engine optimization (SEO) initiative during an ecommerce re-platform.
A digital advertising program (a first for this client!) was also created and implemented in tandem. The phased program was rolled out across the footprint of their physical stores (and delivery radius). Pay-per-click advertising to capture low funnel e-commerce sales was rolled out first while mid funnel programmatic and display advertising was testing in select markets against controls. Now at maturity, the digital advertising program consists of search ads, programmatic advertising and display, remarketing, geo-fencing for store footprints (their own and competitors) and using TV listening to ramp search bids during their own or competitors’ commercials.
In the first month after the re-platform SEO project, organic search traffic increased by over 1,000% resulting in an incremental $1 million dollars in sales.
In the first two years of implementing the integrated digital and mobile program, business grew from $10M to +$55M. Year three topped $75M and we’re projecting $100M in 2017.
As their footprint grew from 33 to over 70 retail locations, in-store sales were up over 20%.
organic search traffic increased
incremental dollars in sales