The Problem: 2020.
More specifically, having to launch an e-commerce website and digital campaign for the first time, within a timeframe defined as, “We need it to be done before you can say ‘Jack Robin…’”
They never got to say ‘…son.’
With the onset of the novel coronavirus and the disaster that was the first wave’s lockdown, Scoop was forced to face the closure of its 60 branches. The only moment in history we didn’t want to be in their shoes. Then we packed up our Covid-19 crisis exit strategy and began to make our way towards a solution.
To enable the chain to continue to sell while tens of its branches were shuttered, we established a 400-product e-commerce platform in just 7 days. And no, it wasn’t in dog years.
After dropping Scoop’s new website like it’s lava-hot among the membership club, we took measures to fan the flames and continued focusing on driving relevant traffic to the website.
We translated the monitoring of our high levels of website activity into direct communications with users. Someone added a product to their shopping cart but didn’t checkout? We sent them a personal ad with the products waiting to be purchased. Someone viewed women’s shoes? We ensured that the shoe models they looked at followed them throughout their continued journey (after leaving the site). We took care to create a personal marketing experience and paid extreme care to which areas interested which customers, pushing them to buy, and maximizing their potential.
Within the first 24 hours following the website’s launch, the amount of completed online sales was higher than the average amount of daily sales of all of the company’s physical stores, combined.
Throughout the course of our activities, we continued to feed the database and focus our marketing processes. During the second month of our activities, we succeeded in achieving a 120% increase (in sales) in comparison to the previous month, while simultaneously reopening physical stores. The result: Scoop benefitted from a significant new revenue stream that did not come at the expense of brick-and-mortar store sales.
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