Since its inception in 1967, Smalley & Company has made it their mission to provide a wide range of quality construction products and top-notch service to each and every one of their customers. They have been very successful in doing so but realized in early 2015 that their website was not providing an experience to online shoppers consistent to that which they would get in-store or over the phone.
Built on a clunky stack of technology, the website underserved its audience and was underutilized as a result. They needed to overhaul their website and they looked to us for help.
With serious efficiency gains on the line, in addition to enhanced user experience, we set out to completely overhaul the website with a brand new look, a streamlined ordering process, and significantly improved backend functionality.
As the massive website redesign of over 1,200 pages was getting close to completion we began discussing
The majority of their customers had never shopped online, instead relying on traditional methods for placing orders such as
While their email database contained somewhere around 6,000 contacts, most of which had either never ordered online or not been ordering online regularly, we knew that relying on email marketing alone with this audience would not produce the results they were looking for. Instead, we set out to assemble a multi-touch, multi-channel campaign that would outdo any that we had pulled off before.
The Smalley & Company team had already run some calculations to determine the savings realized across online orders. Considering their baselines and internal goals, our objectives became clear:
Smalley wanted to launch their new website with a multi-touch marketing approach that included traditional sales materials, interaction from sales, and digital marketing.
Unlike many of our strategies that focus on attracting the attention of new prospects, we instead were focusing on their current customer base. Since many of those folks had either had a negative online buying experience or were well-rooted in their offline ordering methods, we would need a compelling hook to get them to at least try the new online ordering system.
During our initial strategy session on the whiteboard, we identified all the possible/realistic channels we would use to target our audience and came up with these five:
With the number of channels and touches slated for this initiative, we would effectively be spinning a marketing web that our target audience could not avoid. Because it would be critical to capture their attention without completely annoying them, the timing of each touch would need to be carefully considered along with tracking and criteria to prevent new users from receiving additional messaging:
To track which channels were most successful in generating new online users, we created custom promo codes for each that were tracked on the backside and tallied accordingly. In addition to helping determine ROI on the overall campaign, it would help us better understand their audience for future marketing efforts.
We were tasked with increasing their online-ordering customer base by 30% and exceeded that goal at the end of the 90-day campaign with an actual increase of 38%. And since the end of the foundational campaign, the shift toward online ordering has continued with a total of 278 first-time online orders – a whopping 179% increase over their previous online-ordering customer base.
(click the images to bring up the results)