Case Studies
Task
• Joe Blake fashion designer has been featured in OK!, Heat, New!, Now Magazine and worn by the fashionistas like Alesha Dixon (former Mystic band member and Strictly Come Dancing host). However, due to the fact that the business operates in the very competitive market, the objective was to increase the brand awareness across the targeted segments.
• While selling clothing lines through well established retailers such as Asos and Topshop the brand enables to reach its target market. As on its own (online Joe Blake boutique) the brand does not manage to achieve its targets as it lacks of online presence, so the challenge was to create digital existence for the brand.
• One central question dominated Joe Blake’s online boutique planning: why would consumers choose to buy clothes online when they could visit a shop and see, feel and try on different items? As much as the website was exquisitely designed and have been offering the right online store element, Xquisite identified that Joe Blake lacked of an online audience engagement and shopping experience which would offer convenience, interesting styles, competitive prices, all complemented with high levels of customer service. Xquisite suggested investing further in website development to maximise pleasant consumer shopping process.
Execution
• Heavy investment in the website – and its underpinning technology – has been vital. Behind the technology and the website, Joe Blake has invested heavily in ensuring that customers get what they want from the online store. Internet shoppers have very high expectations. Xquisite knows that customers must be pleased with their shopping experience.
• Xquisite marketing also created a strategic online advertising campaign in order to improve brand awareness, online visibility and increase traffic to the website. The pay per click campaigns were structured across Google. Xquisite used negative phrases to eliminate irrelevant clicks, created both search and content campaigns with lower cost per click and targeted specific fashion themed sites on Google’s content network.
• Xquisite carefully planned and implemented an on-page and off-page search engine optimization strategy which improved consideration given to usability and increased conversion to sale.
Results
Challenge
The main objective was to help ImmaQulate Beauty successfully launch a beauty spot chain targeted at the ‘women with busy lifestyles’ market.
As the targeted market is technology savvy, they tend to spend a lot of time online. In this case it was crucial to establish a strong online presence for ImmaQulate Beauty to guarantee that it has high ranking on all major search engines when clients would be searching for beauty services by typing in related keywords in search engines.
In order to guarantee the healthy long term growth of the ImmaQulate from the beginning, loyalty scheme program had to be implemented which would ensure that the clients acquired through extensive marketing campaign activities became regular users of the business facilities.
Execution
Strategic Planning: With careful arrangement Xquisite built a strong business model ensuring ImmaQulate beauty spots are situated in easily accessed locations- Oxford Street, Victoria, Clapham Junction and Finchley; distinctive branding helped to deliver an effective launch for the company.
Web Development/Campaign execution: Xquisite Marketing designed a new website that truly reflected their remarkable brand and its values. The main challenge was to engage the visitor with the ImmaQulate’s business philosophy, educate them as why they should consider the services, encourage them to browse through the services and lead them into a booking. Xquisite employed a comprehensive online market strategy, which included Goggle Adwords Campaigns, Social Media Marketing, Email Campaigns, and article submissions.
Client Retention Strategy: Loyalty schemes, client rewards and appreciation events were created to entice and keep the clients interested in ImmaQulate’s products and services.
Results
ImmaQulate Beauty have had over 5000 clients added to their database in less than 2 years, and enjoyed a continuous growth of an average of 15 new clients on a daily basis, with 30% of them opting for ImmaQulate loyalty scheme and eventually becoming regular clients.
ImmaQulate’s turnover increased by 220% in space of 6 months through high increase of new clients coming via the internet.