eCommerce impacts growth across all sales channels.
Situation: Scotts Miracle-Gro has a long and successful history of innovating aggressive marketing to make their brands the undisputed leaders in the lawn and garden industry. So how do they continue to grow?
Insight: Use digital to drive offline retail sales by discovering new audiences beyond the obvious homeowner audience as well as new brand adjacencies — much more than a traditional consumer profile would show us.
Solution: Use Scotts first-party data to predict which consumers would be most responsive to which SKUs and messages. Then tap our creative storytelling in a tighter, more compelling way.
Results: Created deeper connections with Scotts’ consumers and drove up sales both online and in stores.
Situation: Scotts Miracle-Gro has a long and successful history of innovating aggressive marketing to make their brands the undisputed leaders in the lawn and garden industry. So how do they continue to grow?
Insight: Use digital to drive offline retail sales by discovering new audiences beyond the obvious homeowner audience as well as new brand adjacencies — much more than a traditional consumer profile would show us.
Solution: Use Scotts first-party data to predict which consumers would be most responsive to which SKUs and messages. Then tap our creative storytelling in a tighter, more compelling way.
Results: Created deeper connections with Scotts’ consumers and drove up sales both online and in stores.
Situation: Iconic French global sunglasses brand Bollé needed to turnaround the brand and declining sales.
Insight: Grow the business by motivating new audiences (cycling, skiing, golf, tennis, etc.), each with different cultural and contextual factors that drive their behaviors.
Solution: Micro-campaigns to diverse audiences with dynamic landing pages that reflect the creative story that’s most relevant to them.
Results: Within 30 days of launching our new campaign, retailer orders skyrocketed.
Situation: The leading European Natural Beauty brand Weleda was seeing US sales decline year after year as they were losing share to bigger competitors investment spending to capture leadership positions in the expanding category.
Insight: Weleda’s plant-based products and philosophy of mindfulness have potential to connect with a much wider audience than their current niche appeal.
Solution: A massive real-time experimentation with hundreds of messages tested against millions of audiences revealed 575 profitable audiences. When each performing audience is an incremental revenue stream, scaling to 575 created exponential growth.
Results: Hockey-stick turnaround driving 85% total growth with 150%+ increase D2C.
Situation: The leading European Natural Beauty brand Weleda was seeing US sales decline year after year as they were losing share to bigger competitors investment spending to capture leadership positions in the expanding category.
Insight: Weleda’s plant-based products and philosophy of mindfulness have potential to connect with a much wider audience than their current niche appeal.
Solution: A massive real-time experimentation with hundreds of messages tested against millions of audiences revealed 575 profitable audiences. When each performing audience is an incremental revenue stream, scaling to 575 created exponential growth.
Results: Hockey-stick turnaround driving 85% total growth with 150%+ increase D2C.
How Direct-to-Consumer relationships benefits not just digital channels but retail as well to drive total growth.
Targeting all potential prospects simultaneously with “Reverse Segmentation” results in exponential growth opportunity.
Let’s do this.
Learn how the alliance of data science and creativity drives eCommerce growth while also supporting the all sales channels.
Lance Porigow
eCommerce Practice Lead
lporigow@theshipyard.com
800-295-4519
Business@theshipyard.com
646-286-4724
media@theshipyard.com
