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The Co-operative Electrical and Lakestar Media, cleaning up online - together

With tight margins and many competitors around, the white goods industry is challenging for most retailers, especially online where search visibility is key. Despite the changes in the white goods market,  Co-operative Electrical has been able to maintain its online dominance in the white goods sector and continues to increase its visibility online due to their intuitive and innovative online marketing strategy.

Brief

Key Objectives:

• Increase online sales to the site whilst maintaining the target marketing cost
• Improve visibility of “interest generating” keywords that play a key role in the initial stages of a typical white goods purchase. For example, washing machines, cookers etc. In the search engine results pages
• Identify online partnerships that can improve brand awareness and sales via the online channel

Strategy

Assessing which channels in the online marketing mix can improve sales acquisition without having a detrimental impact on the marketing cost and increasing the activity on each of these channels. Particularly:

SEO

• Identifying target keywords to rank for:
  • Tier 1 keywords - high traffic generic keywords to target the online audience that is in their initial stage of making an online purchase
  • Tier 2 keywords – identifying long tail keywords to target the online audience that is in their final stages of making a purchase

• Carrying out a full site audit to identify areas of the site that are not structurally compatible with search engine optimisation strategy

• Link building and scouting – to  naturally generate high authority links to the Co-operative Electrical site within Google’s optimisation guidelines

• Optimisation tailored to Google’s universal search results especially with submitting to Google’s product search so as to appear as part of the universal search results

Affiliates

• Researching true content sites that rank highly for our target keywords and look to recruit them as affiliates
• Supplying bespoke creative to affiliates tailored to their specifications
• Consulting with Co-operative Electrical’s buying team to identify trends in product lines and communicate these trends to affiliates to aide in their campaigns
• Product feed management – ensuring product feeds are up to date and compatible all the formats that affiliates are accustomed to

Results

• Consistent sales targets met month on month
• Costs maintained under marketing cost threshold
• First page rankings (top 5 listing) in Google search engine results for high traffic generics e.g. washing machines, cookers, fridge freezers, televisions etc
• Improved conversion rates of the site due to improved accessibility via the various online channels

Client testimonial

“Magnificent performance. Thank you and well done”

James Holland, Managing Director