Addis, synonymous with household organisers, bins, buckets and bowls were transformed online as a go-to destination for housewares. The strategy Integrated fresh new photography, an e-commerce store with a clean, informative and unified customer experience. The brand has now firmly positioned themselves as a leading online business, with a continually increasing and loyal audience for the future.
The content marketing delivered through the e-commerce website, social media and eCRM strategy was introduced through a single-minded proposition, rather than a ‘scatter-gun’ of multiple offers and products in the communication approach. Each message was clear and focussed, delivering a high click-through rate and conversion rate. The social channels and eCRM campaign rejuvenated the online presence and rapidly grew a community that benefitted from a content driven solution around tips, inspiration and homemaking advice - rather than a singular domestic ‘product push’.
Further, by integrating a focussed traffic driving plan that utilised social and SEO channels, the activity contributed to a significant and fast search engine presence. This alone helped the significant traffic driving increase of relevant and engaged consumers.
Technical development on the website further contributed to the business success. The site’s backend system was developed to integrate directly into Addis’ existing SAP system. Mosquito developed a custom SAP component to automate Magento to communicate to the SAP solution. This delivered a connected approach between consumer and back-office, streamlining the fulfilment process and back-end financial / commercial evaluation.
Northern Marketing Awards
