Research & e-Marketing strategy for fashion clothes online store, Belgium, Netherlands, Luxembourg

  • Olga Okuneva
  • Qin HaiXiang
  • Hadies Fakher
Case: client has a request for the development and implementation of marketing strategy for online promotion - an Italian brand on the market in Belgium / Netherlands / Luxembourg
- Development of marketing and advertising strategy for online store of clothing (June-December 2016);
- Pre-development stage includes site audit, competitive analysis in social media and a survey of the target audience;
- Implementation strategy involves the selection and management of project staff (specialists and GoogleAdwords and fb ads, particularly the specialists of GoogleAdwords with knowledge of French and Dutch languages);
- Realization of the creative part of the strategy - development of the concept of advertising and visual texts for contextual advertising;
- Monitoring and the writing of project reports.
Results: six months the implementation of the strategy helped to increase online sales by 6%. During the implementation of the strategy, the return on investment in paid advertising on fb was 12 times (~ CPM = $ 2.00, ~ CTR = 1,94%) and increased sales through this channel by 2.7 times. Online sales through search engine channel - by +37%.