Cast studies

Moving into online sales with strategic product selection

Raemoir Gift Cards Online Sales Case Study
Raemoir Gift Cards Online Sales Case Study
Raemoir Gift Cards Online Sales Case Study

Raemoir Garden Centre
Gift Card Online Sales

Challenge
The client wanted to become more competitive in e-commerce, for their market sector. Design, build and maintenance of e-commerce integration can incur great costs with unproven ROI for a business. The importance of identifying the niche, target market, products and strategy for an e-commerce development is necessary. Using insight and research of the businesses target marketing to reduce wastage and increase ROI via online sales, without an impact on physical in-store sales.

Insight
Customers e-commerce habits for this retail sector tend to form two categories:

1) Value and

2) Convenience

The demographics of this particular target market tend to lean towards in-store experience rather than online e-commerce sales. To identify the niche, we looked at product categories that have less overall market competition but can achieve a higher ROI than typical ‘product categories’. Gift cards demonstrated a high level of interest with the business and the demand for gift cards as gifting and luxury items is on the increase in this sector.

Approach
Create an e-commerce platform to sell the client’s own brand gift cards, using industry knowledge there is a growing market in this area. The offering includes a level of flexibility for the customer with an efficient experience, incorporating various designs, price points and ease of customer purchase process. Supported by online, email and social media marketing initially and concluding with physical in-store POS and direct market material.

Results
The client achieved a 320% increase in their own brand gift card sales vs affiliate gift cards purchased in-store. Within a short period achieving high average monthly sales/gross sales contributing to an additional new sales avenue. The success can be contributed to the insight of the target market their demographics, buying habits and marketing consumption.

Client: Raemoir Garden Centre

Categories: Digital, Strategic Planning

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