With the Masters of Marketing awards entry deadline fast approaching (September 23), I thought I’d try and inspire your entry for one of the key sectors: Retail and Ecommerce. 

Last year saw some fantastic entries around retail and ecommerce campaigns. In this post I’m going to cover four of the best ones and the impact they had on the businesses that implemented them.

House of Fraser

In partnership with Criteo, House of Fraser wanted to find a way to reach its full audience across mobile and desktop devices in order to get better return on investment (ROI) for its advertising campaigns. 

House of Fraser developed a full stack of HTML5 banners that captured users on certain mobile devices. 

One challenge was the fact that Safari blocked third-party cookies, so House of Fraser deployed a unique header designed to place a first-party cookie on Safari browsers. This enabled ad retargeting for Safari users. 

This combined approach meant House of Fraser could reach its full online audience whichever device they were using. 

The results: 

  • 22 times more mobile clicks comparing start of Q1 vs. start of Q3.
  • 82 times more mobile sales comparing start of Q1 vs. start of Q3.
  • Share of Criteo sales being mobile sales went from 2% to 32 % in the same period.

Argos

Argos wanted to strengthen its position in organic search and increase revenue from this channel. 

Working with NetBooster, Argos established a detailed content & outreach activity plan aligned with Argos’ promotional trading calendar, supporting seasonal trading priorities across 35,000 products.

It also implemented a number of natural search enhancements for both its desktop and mobile sites, including:

  • A new store locator section with more than 700 individual store pages, all with browseable link architecture.
  • Mobile SEO enhancements: implementation of the correct technical annotations for the mobile and desktop sites.
  • Improvements to social and sharing functions throughout the website.
  • Framework changes the website can now support shorter SEO-friendly URLs.
  • A methodology for implementing search-friendly navigation and responsive design.
  • Improved data intelligence. 

The results:

  • Total visits up 20% year-on-year, with non-brand visits up 55%.
  • Mobile visits up 43% with mobile revenue up 83% (its highest point ever recorded).
  • Overall market share increased steadily from 7.42% in January to 10.43% in September.

Domino’s Pizza

In partnership with Arena, Domino’s Pizza aimed to make mobile one of its principle marketing platforms and increase sales via this channel. 

It achieved this by developing a three-pronged strategy as follows:

The first step was to make sure Domino’s Pizza was a truly mobile-friendly business. It achieved this by creating a consistent user experience across all mobile devices and migrating to mobile-friendly customer emails. 

The second stage was making it as easy as possible to order Domino’s Pizza via a mobile device, and this was the thinking that drove the development of the Domino’s Pizza app. Ordering on the go became a key focus of its advertising campaign. 

Finally Domino’s Pizza needed to increase brand awareness of its mobile ordering system. It became the principle partner for the X Factor mobile app and targeted the Saturday dinnertime audience.

Domino’s Pizza became an integral part of the X Factor fan experience, running mobile ads in sync with TV ones and allowing users to become the ‘fifth judge’ in order to win prizes. 

The results:

  • 23% increase in mobile sales across the summer campaign period, despite this typically being a period of seasonal sales decline.
  • 1.6m viewers used the app, delivering 45,000 Domino’s pizza vouchers, 430,000 views of the in-app hub and 447,000 Domino’s game plays in the app and through the ad-sync experience.

Dixons Carphone (Currys)

The main objective for this campaign was to increase Currys’ presence within the online camera market space. 

Teaming up with Greenlight, the first stage in the campaign was to identify the product areas it needed to target in order to succeed in this space. 

Then Dixons Carphone undertook keyword analysis to identify relevant terms with a high search volume. 

The third step was a two-pronged approach to onsite improvements. Dixons Carphone looked at both the technical and content elements to ensure each page had the best chance of increasing its rank in the SERPs. 

The final stage in the process was a creative outreach campaign called ‘The six-week photo challenge’ on Tech Talk. 

The challenge was outreached to industry bloggers and promoted via Facebook. It targeted photography fans and enthusiasts and asked them to show off their skills for a chance to win a camera among other prizes. 

The results:

  • In nine months, reach for Currys in the camera space more than doubled
  • Sales orders rose 36% pre-campaign period 
  • Revenues increased 41%. 
  • £480 ROI for every £1 spent.

If you are responsible for a terrific retail or ecommerce campaign, then enter it into the Retail and Ecommerce category at The Masters of Marketing awards, brought to you by Econsultancy and Marketing Week (closing date September 23).

Jack Simpson

Published 15 September, 2015 by Jack Simpson

Jack Simpson is a Writer at Econsultancy. You can follow him on Twitter or connect via LinkedIn.

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Comments (2)

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Charles Burrows, Digital Sales at EE

Great stories, I'd be proud if I led any of those. Just wondering if the Dixon's ROI figures are net (or gross) profit ROI, or top line revenue ROI? £480 profit for every £1 spent would mean that if the campaign spent £200k, they made an extra ~£1bn revenue from cameras, which sounds a lot! On a related note, I made my company an extra £300k of revenue (annualised) from natural search by adding a couple of keywords to product titles on products with screens. Additional capex and opex was zero for that one.

over 2 years ago

Shona Molyneux

Shona Molyneux, Finance at N/A

Agree, the problem with marketing ROI is the lack of a standard definition. The article refers to many different measures, as do many marketing blog posts.

What matters to a company is the bottom line after all marketing costs, including salaries. Hopefully this covers the net product margin or else in the long term, you go bust!

Once upon a time Marketing was simply told what to sell and it was up to other departments to balance the books.

However, with the growing trend towards customer experience marketing, Marketers will need to get to grips with marketing ROI across their product range and justify their expenditure in each channel.

The growth in the numbers of conversion optimisation tools is just the tip of the iceberg.

over 2 years ago

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