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Strategic E-commerce Boost for Canadian Retailer During COVID-19

Disciplines covered

Brand Development • Digital Marketing • Digital Transformation • Marketing Strategy • SEO

DAC Group faced a significant challenge with the Canadian fast-fashion giant, aiming to achieve ambitious revenue growth during an unprecedented global pandemic.

The Challenge

Initially tasked with delivering a 23% year-on-year increase in revenue for the retailer, the outbreak of the pandemic and subsequent lockdowns led to a sudden drop in consumer spending across the industry. Despite these hurdles, the revenue goals remained unchanged, although the media budget was slashed by 40% from March to July 2020.

Our Approach

Understanding the gravity of the economic impact caused by the pandemic, DAC Groups implemented a rigorous strategy to maximise every dollar spent:

  • Revenue Assurance: They focused on securing brand revenues by optimising bids to take advantage of reduced competition, thereby lowering cost per click and ensuring the brand maintained visibility in paid search results.
  • Targeted Exposure: The team concentrated efforts on safer markets where the brand was well-established and on consumers more likely to convert, using detailed data analysis to prioritise high-revenue product categories.
  • Agile Collaboration: Fountain Partnership maintained close communication with the client, enabling swift adaptations to changing market conditions and consumer behaviours. Real-time inventory management and budget flexibility were crucial to maximising ROI.
  • Enhanced Data Monitoring: They improved performance measurement tools, developing new dashboards that offered deeper insights into ROI, facilitating quicker strategic decisions based on real-time data.

Disciplines

  • Search Engine Marketing
  • Digital Media Strategy
  • Analytics and Marketing Science
  • Data-driven Decision Making
  • Agile Project Management

Results

The strategy implemented by Fountain Partnership yielded exceptional results, defying market trends:

  • 276% increase in ROAS, compared to the same period in 2019.
  • Revenue growth of 110% in the first half of the year, despite the pandemic’s impact.
  • Achieved ROI equivalent to nine times the Black Friday-Cyber Monday returns in the first three months of the pandemic.

Contact us

To discover how Pimento can transform your digital strategies and drive significant growth even in challenging times, please get in touch with our team.