FocusOn Furniture, Digital Marketing for Retail and eCommerce Case Study

14 Aug. 2018 - - Total Reads 9,637

Solved – Digital Marketing for Retail and eCommerce
Nothing these days sits in a Silo. You can’t do brilliant marketing if you have ancient tools. So how does Digital Marketing for Retail and eCommerce boom ? When &Mine are engaged we look at the two big aspects of future success; Whats brings people in, and whats under the bonnet to make it all hum.

AndMine recently joined forces with FocusOn Furniture. They had huge problems with multiple suppliers delivering poor tech, average SEO, well below par social and digital advertising that wasn’t shining bright with many multiple times return. Almost everything we looked at needed a massive boost. Quick to critique, we then had to deliver. While there are easy and quick wins with Marketing which we demonstrated during the initial build, the centrepiece was their website – it needed life support.

Phase 1 – Tech, Design, Tracking
Rebuild of their website, Speed, SEO restructure, technical two-way integration between BigCommerce and the client’s POS system, consolidating 4 suppliers into 1, reducing 10 external Modules to 1 and made it native (huge time and efficiency savings). This is convergence at its finest; they way software should be. Reduce costs, simplify and optimise processes. Timeline – 12 Weeks – with changes it took 16; lightning fast considering the scope.  How did we do it? We have the capacity to co-ordinate fast developers into projects. Now; Product information and pricing is fetched nightly, and orders as well as customer data is pushed to the POS system. The rules surrounding product delivery are then managed via a synchronising script; all of this seamless (with a few minor tweaks for improvement post launch).

Beyond the backend complexity, we also undertook significant design changes to ensure consistency across brand was in place, and also that the pathway to purchase for the consumer was as simple and user-friendly as possible. And the Design, UI and UX; we’ll take a look at it ; leaders in category;

Digital Marketing for Retail and eCommerce
Focus on Furniture

As part of the launch process, we did a thorough check of the e-commerce reporting into Google Analytics, to ensure we can get an accurate and measurable line on the performance of all aspects of the site that affect the revenue totals.

Phase 2. – Dominating Marketing and Advertising
With the site tracking in place, a fast product sync and customer experience, we moved our focus to the marketing and advertising returns. Our scope is all of digital and social media. We are running across Google, Facebook, Instagram and on-boarding a few key platforms which add some secret sauce. Read more on our conversion methodology here –

We quickly dialled up the digital campaigns to return greater results, both for Instore traffic and Online Sales. Where is it at ? Where to buy shows a 36% increase in the first month pushing more foot traffic and sales are at 5x times investment on digital advertising alone. These are typical of low hanging fruit we see with every new client because everyone is doing digitally so basic and lame. You can flog away at marketing all you want, but if you don’t have aggressive end-to-end tracking and control over the complete digital advertising platforms, you cannot compete in against today’s digital noise. Then engage with marketing hooks people respond to. Done right, like with Focus, we will see constant growth month on month for all of digital; campaigns, marketing and social;

Digital Marketing for Retail and eCommerce

Digital Marketing for Retail and eCommerce isn’t just about nice advertising and campaigns; We’ve also upgraded the collaborate marketing process, as FocusOn have an incredible marketing team in house; streamlined our work together reducing overhead in their approval, removing double entry, and showing a top down hierarchy of activities, easy for everyone in the teams to be across.

Reporting has been condensed to &Mine’s single page live aggregation dashboard, a must for anyone competing on digital is to have clear KPIs – both organic and paid results compared against every channel we can attack (online and offline).

Aligned and winning everyday, success will continue as we expand from meme ideas into bigger campaigns in the coming months ahead.

Looking Forward – Continual growth across Digital Marketing for Retail and eCommerce
Look out for FocusOn; not only do we believe in the product, they are loved by their clients and are dominating – they are a hugely popular retailer which we are going to take advantage of (of course) – Take a look for yourself at their site and product , you’ll have one of their items in your home soon. We know Furniture it isn’t about “Sales” – a race to the bottom the industry is bent on, it is about people; If you think about it, the beautiful moments of our lives are in our homes, and around great furniture.

Michael Simonetti
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