Discount 365
Brand development, web design & online marketing
Challenge
OTTO launched Discount 365, their new online retail brand offering discounted designer items for women, men and children, alongside footwear, home and electrical lines.
We were approached to develop a brand and design the website for this new part of the business, and develop an online marketing strategy to promote it to the target audience.
The key objective was to generate as much return as possible from end-of-season stock and this included driving sales volume over a two month period, on a limited budget and against a defined cost per sale target.
Solution
We devised and implemented a comprehensive search and affiliate marketing strategy, supported by shopping comparison product feeds. We also developed all creative for the affiliate programme and managed the relationships with affiliates through the chosen network, regularly updating offers and affiliate incentives.
By continually refining our PPC activity to optimise keywords and focus on the most cost effective search terms, we were able to constantly maximise ROI. We also adopted elements of portfolio PPC management and used ‘volume versus return’ matrices to optimise our activity.
Careful monitoring and refining of the product feeds throughout the campaign helped ensure that the most effective products were focused on and poor performing products and low stock items were removed where appropriate.
Results
The combination of online marketing channels helped to drive significant traffic to the Discount 365 site. Constant monitoring and refining of our ongoing strategy meant we consistently delivered and exceeded our targets — surpassing our cost per sale target and actually delivering sales at nearly a quarter of the expected cost.
Our ability to react quickly to the changes to Discount 365, communicate these effectively to the target audience and to track results and refine our marketing strategy on an ongoing basis, all helped us to achieve the required results from a relatively small budget.
