Start-rite
Digital Marketing / SEO / Paid ServicesTo take over and improve all aspects of the digital marketing plan
Start-rite today is an eighth generation family business. It is a wholesaler of children’s fitted footwear whose brand retails through a network of over 400 independent and multiple retailers across the UK and internationally.
In the last 5 years they created a transactional website and are England’s first children’s fitted footwear brand to offer this.
The brief was to take over and improve all aspects of the digital marketing plan from the incumbent agency and hit a set of desired KPI’s in a six month trial period.
30.04% increase in total site revenue
51.82% increase in organic transactions
41.91% improvement in bounce rate from PPC
31.60% increase in transactions from PPC
The Approach
We pitched for the contract against a number of top London marketing agencies and we were chosen above the rest for our ‘passion and innovation’. We took over from the incumbent agency and were set 6 months strict KPI’s by Start-rite to ensure targets were met for the year.
With stiff competition from the likes of Clarks – who has the advantage of the support of a large number of high street stores in addition to its brand name; Start-rite needed some innovative and focused elements to their digital marketing campaign in order to continue to expand.
We analysed every marketing channel with a view to improving performance. ECRM’s became far more aggressive and product focused. The ECRM database was analysed for ‘dead’ records, these were archived, having send costs but maintaining return. Product feeds were added to the PPC campaign and individual products targeted focusing on the long tail via both paid and organic search.
Remarketing activity was introduced to both the website and the affiliate scheme increasing returns further.
The Result
- 30.04% increase in total site revenue
- 51.82% increase in organic transactions
- 41.91% improvement in bounce rate from PPC
- 31.60% increase in transactions from PPC
Over the short 6 month period, we successfully exceeded targets and ensured continued growth of the business during a period of economic uncertainty in the country.
After this initial 6 month trial contract Start-rite awarded us a permanent contract and we continue to improve all aspects of the digital plan and have done for the last 5 years.
Affinity have consistently helped us achieve our long term marketing goals online, all the while taking the time to meet with us every month to discuss strategic direction, report on progress and provide us with key insights into our website performance.
Claire Knight, Ecommerce Manager, Start-rite Shoes
