Fashion & Apparel
Adobe Commerce
Facebook
Instagram
Web development
Integrations
Paid Social
Lakeland Leather is the UK’s largest independent leather retailer, selling a selection of coats, handbags, luggage and accessories. The retailer trades online and through its 15 stores across the UK.
As M1 end-of-life approached, Lakeland Leather identified the need for an experienced ecommerce agency to migrate their site to Magento 2.
They also needed support in with their multi-channel paid advertising strategy across Amazon and Google. Before working with Fluid, their Paid Search campaigns were underperforming and tracking was set up incorrectly.
Finally, they were keen to explore how Paid Social could be used to launch their Autumn/Winter collection. New to social media advertising, the brand challenged us to drive as much revenue and transactions as possible from this channel.
Our campaign for Lakeland Leather won the 2021 UK Biddable Media award for best use of Facebook/Instagram ads.
Before migrating the site to Magento 2 Commerce Cloud, we needed to optimise and stabilise their site with our Magento Support service.
This included the introduction of key integrations across payments, personalisation and search. These integrations will ensure the online store is user-experienced optimised for driving revenue.
Once the new site was launched, we set out to drive traffic with paid search across Google Ads and Microsoft Advertising.
Tracking needed to be fixed asap, and the campaigns overhauled to be more effective.
Following an indepth discovery and planning sessions, we determined that as Lakeland’s traditional audience is aged 40 years and older, then the most effective way to hit the objectives would be to target 18-35-year-olds.
We developed 10 unique audience personas that would cover every type of potential customer, matching these with a set of specific Lakeland products.
Using a hyper-granular campaign set-up, we ensured that any ad shown to a user was tailored and targeted to their personal interests/demographic. This would ensure a high CTR.
We migrated their site to Magento 2 Commerce Cloud, which has the power and scalability to take their ecommerce growth to the next level.
The site now has a refreshed UX design and new functionality that will also improve the team’s operational efficiency.
Integrations for the site include Adyen, Klarna, Nosto, Dotdigital, and Klevu.
Other technical integrations included Global E, Microsoft Dynamics Nav and an integration with Amazon.
First we fixed all tracking issues. Secondly, we implemented a campaign structure that used previous data to segment the account. The segments were created using structured bidding dependent on the search intent of the query.
We also implemented automated strategies across the account leading to an increase in ROI and overall revenue.
To create a sales funnel, we used a lifestyle video that featured the new autumn/winter coats and sent this to a broad audience to garner general interest.
Engaged users were then sent hyper-targeted conversion carousel ads to ensure consideration of the products.
We also set up ads using a curated product set (collection ad), providing a full-screen immersive ad layout to drive discovery and give users a shopfront feel.
Finally, we delivered dynamic retargeting ads for users with high intent to sweep up any low-hanging fruit.
During the Autumn/Winter launch, Lakeland saw:
Of this, the Paid Social campaign contributed:
The ads on Facebook generated:
The ads also massively raised awareness of Lakeland among the younger target demographic of 18-24 year olds:
The campaign went on to win the 2021 UK Biddable Media award for best use of Facebook/Instagram ads.
Kickstart your project with us today. Get in touch for a chat about your Adobe Commerce (Magento) project, Paid Search campaigns or Marketing for Amazon strategy.
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