ICI Paris XL

Brief

Coach the online marketing team to generate more lasting revenues from the e-shop environment on the second semester.

• Sales Management;
• Fundamentals of commercial planning;
• Analytical approach of data;
• Online Marketing Strategy & Operations

Approach

Before - During - After

We measured everything being measurable. 

Only then, based on a quantitative knowledge of facts we have been able to:

1. List past tactics;
2. List past campaigns results ;
3. List past creatives (content and visuals);

Based on the past metrics; we have:

1. Analysed the current workflow;
2. Highlighted & Reduced bottlenecks;
3. Identify growth opportunities;
4. Proposed new approaches and tactics;
5. Set-up the associated KPIs;
6. Introduce Commercial Paradigm Shifts;
7. Built Yearly Commercial Plans

Finally, we continuously monitored the results and adopt the most efficient metrics.

Client

55 years being market leader on the retail of perfume and cosmetics.

The client is renowned as the Go-to point of sales when you do need perfume. 

Digital High Volume of sales and expectation to growth.

Conversion Rate Optimisation strategy and a willingness to improve to the retail of the future. 

A well renowned mature organisation with high expectations for its digital revenue stream. 

Results

As results, we set new milestones on the following KPIs: Sales Revenues; the Average Order Value; Transactions volumes; Conversion Rate; Digital Traffic.

Our results versus the first semester metrics:

2^nd Semester Key Highlights (versus LY same periods):

• +23.4 % in gross sales;
• +5.7% in AOV;
• +16.7% in transaction;
• +14.5% in conversion;
• + 2% in web traffic. 

versus 1st Semester metrics:

• +14.9% in gross sales;
• + 3.9% in AOV;
• +10,5% in transactions;
• -4,2% in conversion;
• +15,4% in web traffic

As quantitative data highlight, we have been nurturing identified stakeholders to maximised the conversion rate of the known data signals we spotted. 

As a results we set all KPIs in the green with less media expenditures to capture new visitors. 

This is Efficient Marketing.

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