Case study: Diagnosing Ecommerce Issues at a Global Retailer
Introduction
Our client is a European leading international, multi-channel retailer. Its main trading territories are in the UK where it has stores and a significant online business. Our client offers customers around the world a mix of own brands, international brands and concessions. A&M was engaged to diagnose issues with their ecommerce business.
A&M’s approach
- We began by carrying out traffic, revenue and conversion analysis to diagnose the key cause of ecommerce sales decline along with a review of Capex spend governance and resource allocation to deliver change in line with strategy.
- We evaluated trading KPIs to review areas of focus, level of reporting and action taken, along with an assessment of optimisation and prioritisation to deliver changes which enhanced the online customer experience and commercial targets.
- We did a review of marketing spend and open budgets, governance, campaign planning and briefing, ROI measurement and attribution and also examined the CRM to consider loyalty, insight around customer segments and how this translated into marketing plans.
A&M’s impact
This activity enabled us to develop a clear diagnostic and recommendations to identify and fix significant critical ecommerce issues. Outcomes included:
- Identification of the key reasons for traffic decline, which were previously undiagnosed.
- A reversal of traffic decline from natural and paid traffic, the optimisation of marketing spend on paid sources which helped to significantly reduce spend in affiliate costs, while continuing to drive profitable growth.
- Profitable growth driven through pay-per-click advertising, linking bidding strategy to profit, by category, as well as the optimisation of social media marketing spend, increasing ROI though localisation and geolocation around stores.
- The integration of offline and online marketing planning, budgeting and control to improve overall effectiveness and CRM improvements driven across open and engagement rates.
A&M: Leadership. Action. Results
Our professionals have both operational and advisory experience together with a proven track record in leading businesses through tough, complex situations. When traditional improvement activities are not enough, A&M’s restructuring and turnaround heritage brings fact-based, action-oriented leadership to deliver rapid results.
