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We can  help your business grow. Consultancy services at affordable rates. Internet marketing & Website solutions. Book-keeping & Payroll services. Dundee, Tayside.

Case Study - Retail - Jeweller 1

Business Required:-

  • Increase  Number of Customers
  • Increase Transaction Frequency
  • Increase Average Sale Value
  • Increase Effectiveness of Each Process

Using the 4 ways to grow a business and applying our skills and knowledge.  The following gives an overview of what we achieved for the following business.

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Phase 1 New business opened -  jewellery repair with additional revenue streams of  buying scrap gold, selling pre-owned jewellery, ear piercing and making wedding rings.  We worked with the client to:-

  • Develop their brand
  • Marketing materials
  • Website
  • Multiple forms of offline advertising to local area to raise awareness of business and promoting offers etc

  • Phase 2 (12 months later) Online jewellery repair by post serviced developed and implemented to complement the existing instore repair service.  The website was enhanced to demonstrate skills, ability, and convey a level of trust in order to increase customer comfort sending their valuable/sentimental items via insured postal service.

    Implemented

    • Systems to track and monitor enquiries and job undertaken
    • Enquiry follow up system to maximize potential from leads
    • Customer feedback system
    • Pay per click advertising online to drive traffic to website

    Outcome

    • 1100 online customers in 2.5 years
    • Customer transactions grew: 
       year 2 - 21% and year 3  - 28%
    • Average sale increased:
      year 2 - 10% and year 3 - 13%

     


    Phase 3 (18 months after postal repair service launched) Client required growth in the online jewellery repairs by post service.  The service was heavily reliant on pay per click advertising to drive traffic to the website.

    Implemented

    • Website content was optimised with focus on improving rankings in online searches
    • Concentrated on keyword search engine optimisation 
    • Increased site content to demonstrate the skills available instore
    • Pay per click strategies revised
    • New database created to enhance the tracking of customer leads
    • Driving traffic to raise awareness of website and service available
    • Videos created and added to website
    • Email marketing campaigns

     

    Outcome

    • Project took 6 months
    • Business now appearing on google/bing organic search page 1 search results for the top keyword search terms in different locations throughout the UK 
    • Organic search traffic to website has increased 149% 
    • Customer transactions increased by 28%
    • Average sale increased by 27% by attracting higher value work
    • A separate 6 month marketing strategy resulted in 22,000 new visitors to the site
    • Pay Per Click conversion rates increased,  larger share of impressions, better ad position and quality scores.
    • End users time on site has increased and the bounce rate reduced on pc and tablet platforms.
    • Website optimised to load pages faster  
    • Independent website grading site scores increased from 30% to 69%

    Phase 4 (20 months after after postal repair service launched) Social media strategy implemented to drive traffic to site and raise awareness of jewellery repair by post service using Facebook, Twitter, Blog, Pinterest, Google +, Youtube channel and Tumblr

    Implemented

    • Systematised posting to various social streams with a key focus on content, search terms and links to our website. With the goal of engaging fans/customers to follow news, comment, share etc
    • Created "how to" videos to explain jewellery repair procedures to demonstrate skill and ability

     

    Outcome

    • Substantially increased Fans/Followers:- Facebook fans increased from 100 to 1000
      Twitter followers increased from 30 to 270
    • Increased click through to the website from all social media sources
    • Converted fans to customers
    • Klout score increased from 12 to 48
    • "How to" videos have been watched 3,500 times since launched online