The Challenges
The challenge to gain market share through online sales and hit revenue targets for stockyards.com included: vast improvement to the current UX through the design, development and launch of a new eCommerce website; through Content Strategy, and the integration of all collateral with email, activation, Social Media campaigns, incorporating consumer retail seasonality into the calendar of online and offline marketing initiatives, all while piloting new branding on the website and all media channels for brand awareness.
How We Got There
Starting with a review of the existing database and relevant 1st and 3rd party research around key audiences to understand and grow the customer base, a deep dive went into selecting new technology for the new eCommerce site, as well as the strategy for the best channels and the right messages to reach them for acquisition, retention and consumer's brand loyalty. Collaborating with the IT team, the site platform was selected, data was translated into actionable insights, personas with descriptions, value and lifestyle statements, traditional and social media consumption patterns, data analysis and brand value all established the site's goals.
The Results
INCREASED ONLINE SALES: The combination of the new eCommerce technology platform and website, content, and collateral strategy, and 20% New Product Development (NPD) successfully increased online sales by 11%, Q1 – Q4, acquiring 250,000 new customers, and continued to drive sales YOY. An additional value proposition for customer UX was the launch of the first-ever 100% Satisfaction Guarantee.
GAINED BRAND EXPOSURE & IMPROVED REACH: Partnerships included a well-known Food Network celebrity chef, to endorse and showcase our unique brand story, with structured campaigns to capitalize on national holidays, seasonal consumer trends, and events.
INTEGRATED OMNICHANNEL EXCELLENCE: The content strategy, new stockyards.com eCommerce site, innovative new design and creative for online merchandising, targeted digital campaigns integrated with social media, offline and direct mail was clearly presented as a best practice, and the entire division, brand, and team formed the award-winning Center of Excellence.