Case Studies
Lakeland Leather
Gaining An Online Presence In A Competitive Sector
Lakeland Leather has been selling leather products in the UK for over forty years from their twenty locations nationwide with only a minor marketing budget being assigned to an online presence. Feather Brooksbank were briefed to help Lakeland increase their profitability through online marketing. Our objectives were: to increase website traffic, increase sales and deliver profitability at every stage in the marketing programme.
To begin, we audited online traffic for the leather goods sector including canvassing customer opinions and monitoring pricing across comparative retailers. This proved that Lakeland had competitive pricing but that their problem lay in presenting these offers to customers. A test campaign, focusing on handbags, was devised to showcase the ROI of paid search -
- Given limited budgets we could only advertise on highly relevant search queries. With 2.2 million monthly searches for handbags, our bid strategy focused on long tail terms, reducing CPC by presenting offers after customers’ initial research
- Big competitors meant that we had to allocate the budget to the right blend of terms. By regularly researching keywords, expanding the list of negative terms, and finely segmenting the account we could stay up to the minute with changing fashion trends
- We worked to understand users’ behaviour, with deep linking for our long tail search terms to avoid waste and losing the customer to a competitor
- We built in budget flexibility to allow Lakeland Leather to take full advantage of unexpected traffic increases, such as voucher codes
Within 4 weeks we had proved that paid search could be profitable for a small retailer, in a highly competitive sector.
- Website Traffic has increased from 300 unique visitors/day to 2,300 unique visitors/day
- Paid Search accounts for more than 60% of Website Traffic
- More than half of all online transactions come from paid search
- Revenue is 4.5 times the spend
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