Revamping the Online Offering of a Scottish Homeware Retailer

Return on Investment: 10x

Provided guidance on:

• Marketing strategy
• KPIs
• Process documentation
• Email marketing
• SEO strategic

The Details:

In 2022, a homeware retailer approached me to help improve their online offering after seeing a massive drop in ecommerce sales after reopening their shops following COVID-19.

During the first lockdown, they temporarily shut their three retail shops, effectively reducing their revenue to zero. They built a Shopify store and used social media to promote it successfully. However, online sales dropped dramatically after they reopened their shops.

I started with a strategic review of their marketing and quickly noticed the need for process documentation, SOPs, and KPIs. Next, I analyzed their current marketing plan to understand what channels drove the most revenue.

While they had a great social media plan that drove sales, they needed help with SEO strategy and training, as well as email marketing.

As part of building a more robust marketing system, I implemented KPIs and put a tracking framework in place.

Next, I coached them on how to document repeatable processes to speed up execution and ensure knowledge wasn’t lost if a key person left or was unable to work.

I identified that a lack of email marketing was hurting sales. With 10 minutes of work, we drove $1000 in sales that weekend. Next, I helped put a plan in place to send regular email campaigns while growing the list.

SEO is another area they had yet to invest in but one that would increase sales in the next few months. I built a comprehensive SEO plan, which included a keyword map, KPIs, and tracking.

Results:

By following my plan, this homeware retailer has easily 10x their investment. They now have a solid SEO strategy and the knowledge and tools to implement it. While they were initially scared of using email marketing, they now have a repeatable system in place that drives revenue. 

While all of this knowledge is good, they now have a clear method for growing sales, building strong repeatable processes and systems, and a way to measure their success.