How we helped one of Belgium’s biggest e-commerce companies achieve ambitious growth targets in an increasingly competitive & ‘automation dependant’ landscape.
Art & Craft
‘Art & Craft’ is one of the biggest Belgian webshops for electronics & media. They have served over 250.000 clients and offer over 100.000 products. They compete with the big two: Bol.com & Coolblue. They operate within Belgium & the Netherlands.
Managing +100.000 products
on 15+ digital channels
They invited BossData to manage all digital channels and grow their revenue in order to meet ambitious growth plans. They sell over 100.000 products on 15+ different media channels (SEA, Social, Affiliate, Comparison tools, marketplaces, ..). Furthermore, in order to increase their competitive edge, they introduced competitive pricing which implies that prices can change every 4 hours.
It’s not easy to steer a marketing set up like this while maintaining a healthy ROI and good margins. Talk about a challenge! But it’s one we accepted with open arms.
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The Impact
Managing digital marketing campaigns on a scale that Art & Craft plays on is impossible to oversee manually. They needed to become less dependant on manual work in order for them to grow & meet ambitious targets. We introduced :
- Nearly automatic bid management on 15+ different online channels;
- A net margin implementation: more information here;
- Automatic creation of ads with Channable for over 100k products;
- Lower dependency on the development team thus faster operations;
- State of the art reporting dashboards: more information here.
And all this while we have improved their bottom-line results (revenue growth of 124% in the first 3 months) and maintained a healthy ROI. Talk about a win-win.
An E-commerce Marketing
Strategy in 4 to 6 Weeks
We started by assessing Art & Craft’s current efforts (through a free opportunity report) which we then scaled & diversified. We entered an ongoing collaboration after week 4 and organized webshops to get the internal team up to speed to ensure an effective long-term partnership. Easy does it.
Opportunity Report
Phase
Challenge
Existing
New
Week 0 – 2
What are threats & opportunities of current marketing strategy & operations?
- Paid Marketing channels Audit
- Website performance Scan
- Gap Analysis
- Buyer Journey Review
- Technical Audit
- What future strategies could be beneficial for your company?
- A tailor-made plan which consists of quick wins & long term strategies.
The Groundwork
Phase
Challenge
Existing
New
Week 2 – 4
How do we determine marketing success/failure on a company-wide level?
- Revise current measurement plan
- Revise current ‘Goals & KPI’ framework
- Adapt a new marketing mindset
- Set up new reporting & dashboards (Google DataStudio / BigQuery)
Scale & Diversify
Phase
Challenge
Existing
New
Ongoing
How can we leverage opportunities that we identified in the opportunity scan?
- Vertical: focus on existing channels that display a large growth margin
- Downgrade efforts on underperforming, campaigns, channels, ..
- Horizontal : diversify current marketing mix
- Progressive marketing experiments
- Pivot into new strategies if needed
Talent Development
Phase
Challenge
Existing
New
Variable
How can we lower the dependency of external consultants?
- Basic to advanced workshops for existing employees ( e.g. internal promotions )
- New operational marketing hire? We’ll show him the ropes as quickly as possible!
- Traineeships new hires.
Want to grow like Art & Craft?
Are you facing a similar challenge? Or are you curious about how we can help your company? Just like Art & Craft, you can start with an ‘Opportunity Report’.
You’ll receive an overview of quick fixes with a guaranteed short term ROI but also a long term plan to achieve strategic successes.
Your Report will include feedback on:
Search & Social Advertising
Short- & long-tail keywords, campaign structure, overall account hygiene, budget optimizations, untapped potential, visuals, copywriting, value proposition, audiences, etc.
Website Review
Wondering whether or not your website is leaking conversions? We’ll have a look at your value proposition, call to actions, forms, page speed, UX /UI, copywriting, lead magnets, …
Tracking Audit
Overall Google Analytics & Google Tag Manager settings. In GA: audience reports, custom reports, filter inclusion, goal & e-commerce tracking & custom reports.
Competitive Analysis
Where do you rank among your competitors? Are you still as innovative as you were 2 years ago? We’ll make a competitive analysis and dive into comparative metrics, keywords, etc.
Buyer Journey Analysis
Other channels : marketplaces (Amazon / Bol) , affiliate marketing comparison websites (vergelijk.be, ..) , .. (all client specific accounts)
Gap Analysis
An analysis of your current digital marketing efforts and channels to gain a more detailed understanding of the gaps between what is there right now and what you are striving for.
Start improving today
In 3 easy steps.
1
Getting to know each other.
Within 30 minutes after filling in the form, one of our experts will mail be in touch to schedule a short in-take call (30 min). During this call, we discuss the specifics and you can give us access to all necessary accounts.
2
Privacy first.
We send over a ‘Non-Disclosure Agreement’ in which we guarantee that all data will be handled confidentially and that all access to accounts will be revoked after the scan.
3
The results.
12 to 14 days after the first call, we will ask you to set up a call to walk through the results of the opportunity report. Afterward, it is entirely up to you and your team to determine if you want to move on & have a look at a potential future partnership.
Get in Touch 👋
We’ll get back to you within 30 minutes. BossData guarantee.
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