Feather & Marble

Practising what we preach

Feather & Marble

We don’t just work on our clients brands, we also use our digital marketing experience for personal projects – in short, we practice what we preach.


The backstory: In October 2016 during a trip to visit a friend in Copenhagen, we decided to set up an ecommerce website selling unique homeware & artisan home furnishings.

Within a month of that first visit to we had sourced suppliers, conceptualized the brand and created our own ecommerce website. One year on, we have extended our product range from 50 to 250+ SKUs, shipped over 1,000 items and continue to use the site as a test bed for digital best-practice.

 

Creative Concept

Texture was key to the products we were planning to stock and therefore became a central pillar of the Feather & Marble ethos and this feeds into the company name – the hard & soft materials that feature heavily in home interior design. Rich textiles, handmade ceramics, embroidered detailing – these are the little extras that (we feel) elevate a piece to be that bit more special.

The skills utilised in this process included:

  • Creative process
  • Logo design
  • Brand pantone scheme
blue-feather-and-marble-logo

Website Build

With the role of owner, creator, client and designer we were able to turn the project around relatively quickly, developing a website that reflected the story, aesthetics and design we desired – in addition to a structured and logical browsing experience.

The skills used in this part of the project included:

  • Hosting, email & backup protocols
  • Website design & build
  • Product categorisation & site structuring
  • Payment handling integration
  • Weight based shipping conditions for 8 countries
  • Product photography
  • Google Analytics, Google Shopping & Webmaster Tools setup
  • Content writing
Feather & Marble Chopping Boards Screen Shot

Adwords & SEO

The online marketplace for premium homeware is a competitive space, that meant we needed to create a site that could compete against established competitors such as Trouva and Scandinavian Design Center.

We knew that organic visibility would take time to establish, so we initially utilised Google Shopping to find our best selling product groups. This enabled us to grow our turnover, thus facilitating product range expansion and more sales. The screenshot shows an example of our Google Shopping adverts for one of our most popular product variants – Nordic Sand mugs.

In the 9 months since launch, our organic rankings have become more established. The screenshot shows how we have utilised organic search results (specifically schema markup) to create search results that contain best practice; breadcrumbs, user reviews, star ratings, price & stock availability.

The rationale behind making high quality organic search results is that they make your business stand out from your competitors, in turn this increases click through rates, drives more traffic to your website and hopefully, drives more sales.

Google Shopping & SEO example of Feather & Marble

Analytics Learnings

In a traditional bricks and mortar store you see customers enter and exit. You interact with them face-to-face, learning what they are looking for and responding to demand.

E-commerce is a different story as you do not interact with your your customers directly. You are reliant on them purchasing from you because your website communicates all of the necessary information – a description, price and the ease of transaction process. To understand these processes better & strengthen them when needed, we use analytics tracking. This is a key tool for any ecommerce website. It tells you which channels are generating revenue, which pages are driving customers purchases and which pages, channels and metrics are underperforming.

The screenshot provides a breakdown of transactions and revenue across all channels over a given period of time.

Our analytics insights

Social Media

Social media marketing tends to suffer from ambiguity around key performance indicators. For the most part it is not a direct-response advertising channel but it is an excellent tool for keeping your brand front of mind, inspiring consideration around a purchase & collecting customer feedback.

 


 

Instagram

Homeware, by definition is visually led and Instagram is the most visually led social channel. it is also the fastest growing social media channel & one where organic engagement can still be achieved if there is limited paid media support. For these reasons, Instagram is THE key social channel for our business.

Not only has it helped sharpen up our photography skills, Instagram helps us to interact with our customers directly and establish a lifestyle-based brand identity. We have a clear strategy on how to grow the channel while maintaining engagement – these tactics include but are not limited to developing our content bank of images, working closely with suppliers & leveraging their channels for assets or reach or partnering with key influencers to establish greater brand equity.

Influencer Outreach

We work with social influencers to deliver content to new target audiences. Our approach is simple, we look to collaborate with lifestyle influencers, whose photography inspires us and style aligns with our brand and the products we sell. Building relationships with like minded people who love their homes, curation, design and the products we sell, can be time consuming, but is highly rewarding and fun.


Retargeting

 

Using an XML feed (similar to that of Google Shopping) from the website to Facebook allowed us to automatically add product inventory to the the Feather & Marble Facebook. Using the pixel tracking facilities we can retarget consumers who previously visited the website on Facebook.

F&M Facebook Shop Example

Email Marketing

Email marketing is one a the most powerful tools to connect with your customers. Every time a user purchases a product we capture their email address – unless they opt out, the following paragraph outlines how we use these email address to improve customer experiences and drive additional sales.

  • Automated emails for product reviews
  • Special offer messages
  • Abandoned basket reminders
  • Insider offers  – exclusives on new season stock

 

Customer Review Email Template