case study

The White Company was launched as a mail order company and moved swiftly to embrace all retail channels, including the internet and high street shops.

It is one of the few multi-channel retailers effectively exploiting the power of the internet by maximising ROI through low customer acquisition costs and high conversion rates.

Challenge

The White Company wanted to increase online sales and to maintain stability during seasonal fluctuations in the retail sector. The content of its website also changed constantly, as the site is updated with new products from seasonal and sale campaigns eight times a year, which impacted on its search engine rankings.

Solution

Developing a unique mix of techniques, ambergreen initially carried out two short term campaigns with the aim of maximising sales in the run up to Christmas. Results were closely monitored and this evaluation produced the critical ratio data needed to roll out a long term strategy.

Firstly, ambergreen conducted an intensive analysis of the home lifestyle market, drilling down to identify the primary targets for activity and the elements that would shape the campaign and achieve its aims.

This scrutiny established the size of the market, the potential ROI and the thousands of critical key words and phrases, which would deliver maximum return on investment.

Result

The results of ambergreen's campaign were extremely strong with an initial increase of 15% in online sales made in the first three months as a direct result of the search campaign.

The White Company online conversion rates have consistently increased by one per cent each month since the implementation of the search campaign.

"ambergreen out performed the competition showing clearly that it had developed the techniques and partnerships essential to create sophisticated campaigns that would meet our business objectives and deliver high returns on investment."

Katy Ingram, Head of Marketing, The White Company