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E-commerce Case study

Press advertising for e-commerce

Out & Out is an online furniture brand that sources sustainable furniture for the home and garden from across the world and sells it in the UK at affordable prices.

The initial launch relied on digital channels to drive customers to their website for sales. Seeking to maximise reach, Out & Out came to AJ with a brief to grow their direct sales.

Objectives

To drive web sales and business growth through press advertising

To effectively reach an ABC1, 45+ audience

To achieve a positive return on investment for press activity

To devise a trackable and accountable campaign

Strategy

Following a thorough market audit, long form advertorials and standard adverts containing response triggering copy in newspapers and home improvement magazines were recommended to drive online sales.

Offer-led with a media code to quote for discount aided attribution and provided an incentive to act. Thanks to on-going access to the client’s intranet for stock and sales figures we were able to be agile and strategic with regards to copy and product.

An initial “test and learn” phase, enabled cautious roll out of adverts into the national press with confidence knowing we had the right product in the right size and title.

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Results

Starting small and implementing the AJ “test & learn” strategy, created an extremely successful press advertising model with a positive return on investment and huge sales growth. The net worth of the business increasing by 481% in the last 3 years.

With the value of press proven as a driver for e-commerce sales the client went on to advertise on TV and in inserts.

Working with AJ these past 4 years has helped me to grow my business significantly. In fact, they are now my Marketing Department.

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