Crane & Kind

2020-04-15T20:31:18+00:00

Crane & Kind

Crane & Kind

Crane & Kind is a family lifestyle shop. With a bricks and mortar premises in Sidmouth and a rapidly growing ecommerce footprint, this ethical concept store is quickly becoming a disruptive force for stylish children’s wear and accessories.

We love working with Polly and Jemma to help develop a sophisticated approach to marketing online. Our goal is to implement intelligent performance media tactics and an elevated CRM programme that links the customers between the digital and physical shop.

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ROI from Performance Media

Consumers will often stumble upon a website and consider a purchase but often (as we all do!) get distracted and click off the site before completing the order. Being an independent business, brand awareness is limited and despite a customers initial high intent to purchase – the recall of independents is far lower than national brands. They simply aren’t ‘front of mind’.

We wanted to help Crane & Kind remain front of mind and encourage order completions. In a short two month campaign to test and validate this theory, we developed performance advertising based on consumer behaviours that saw £4.09 of sales returned for every £1 spent on media.

Overall, there was also a 40% uplift in the number of returning visitors (vs. an uplift of 13% of new visitors for the same period) when compared to the year before.

CRM & Retention

The second phase of our strategy was to ensure new customers and returning customers had a great email marketing experience. By getting the balance of information, frequency and tone just right – we can ensure that we leverage communication for product sales and drive repeat purchase, therefore growing the LTV (lifetime value) of each customer. For Crane & Kind we needed to consider nuancing our audiences and ensuring shop visitors and ecommerce customers had a tailored experience.

We use Omnisend to tag and manage consumers and ensure they receive great emails based on their purchase history and product interests.

Brand Awareness

Our media strategy was to start with capturing high-intent website visitors first and then expand our targeting to reach new customers. This campaign would always have a lower ROI but is an essential element of the marketing conversion funnel. The Crane & Kind brand awareness campaign focused on geographic and life stage targeting, as well as incorporating brands from other verticals that have similar values and culture. This media saw the campaign break even for spend vs. immediate sales, however the true value is in the long-term potential and repeat sales from each new customer.

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What our clients say about us

Working with Tribe Digital is always a pleasure. Their dynamic, forward-thinking keeps us ahead of the trends and are always able to advise our team well whilst consistently developing skills within digital marketing. Their reliability & flexibility paired with their expert knowledge and approachable nature makes them a key part of our team at Ladram Bay.

Zoe House, Ladram Bay
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Violet Grey

2020-06-18T17:19:50+00:00

Violet Grey

Violet Grey

Violet Grey is a luxury retailer of antiques for the garden and home. Their products are sourced from specialist markets across Europe and sold worldwide via the internet.

Tribe Digital have partnered with Violet Grey since 2018. Working across a range of digital channels, we have helped this specialist retailer to develop their CRM and boost sales with performance media. Consistent efforts, helped with beautiful brand photography and a clear visual aesthetic means that their niche but highly engaged client base are regularly informed and inspired by the latest, hand-selected pieces.

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Website Design + Build

Originally on Magento2, we helped Violet Grey migrate to a WordPress/WooCommerce solution. Our team developed the designs, aligned with the existing brand guidelines and then developed a bespoke theme. Our goal was to ensure a smooth user experience with fast load times despite being an image heavy website. Violet Grey has complicated shipping and weight parameters due the variety of products and their high-value. We developed the backend to automate as much of the shipping costs as possible, while also ensuring that ‘sold’ items were automatically moved to a different part of the shop instead of simply saying ‘out of stock’.

Violet Grey website example

Email Marketing

Email is a key sales tool for this specialist retailer. Our role is to help execute visually inspiring emails that keep their clients regularly informed, without becoming repetitive. We use an onboarding series to welcome new clients to the antique community and champion the personal touch and individual story that is behind the buying of each unique piece.

Social Media

Violet Grey have consistently worked hard to cultivate a large and highly engaged social media audience. Our role is to help leverage this authentic audience and deliver targeted advertising to new prospective clients. When performance media is targeted in an intelligent way, limited budget can work very hard for you!

PPC

Our goal is to generate online enquries using PPC. Pay-Per-Click is perfect for niche sectors that have various categories and specialisms. Minimising irrelevant clicks and ensuring relevance is essential. We combine insightful targeting with effective copy to deliver paid media that marries inspiration with utility. Getting the balance right is essential for delivering high-quality leads as you have a limited number of characters to convey the tone and prestige of a brand, as well as a clear call to action.

Antique Garden Chairs PPC example

SEO

Partnering with developers Kodal, to create additional category landing pages across the Magento platform. Technical SEO improvements included:

  • Product schema markup (availability & price)
  • Internal linking
  • Ongoing product naming / meta element updates / image optimisation
  • 404 error fixes
  • Content expansion
  • XML feed creation for retargeting
Content expansion example SEO for Violet Grey
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What our clients say about us

The recipe box industry is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent at their jobs and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing.

Myles Hopper, Mindful Chef

Working with Tribe Digital is always a pleasure. Their dynamic, forward-thinking keeps us ahead of the trends and are always able to advise our team well whilst consistently developing skills within digital marketing. Their reliability & flexibility paired with their expert knowledge and approachable nature makes them a key part of our team at Ladram Bay.

Zoe House, Ladram Bay
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MISSION

2020-06-12T13:47:16+00:00

MISSION

MISSION

MISSION is a performance energy drink startup, founded by Tom Whittle. The brand story centres on the nutrition Tom turned to while completing two incredible endurance experiences; cycling the length of South America and breaking a world record by running 17 marathons in 10 days across Iceland.

The products are a range of teas (blends of Yerba Mate and Matcha powder) that can be used with water or milk, hot or cold – before, during or after exercise to maximise physical and mental performance. Tom approached us after receiving funding and we worked with him to develop social media assets and strategy, website copy and deliver search and performance marketing services.

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Web Development

Mission uses Shopify to facilitate it’s subscription business model. Shopify is an excellent CMS for ecommerce and custom development work was needed to create the desired look, website features and user experience.

Content Creation

While Tom has an incredible story to his brand, there was lots of information to convey around the product offering. Motion Graphics were the best way to communicate key sound bites as they were informative while also being visual which is essential to stand out in social media.

Email Automation

Tribe Digital used email automation to communicate different messages to subscribers, single purchases and newsletter signups, allowing users to receive the right messaging at the right time.

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Email Design

MISSION have multiple types of customer, including subscribers and single purchasers, each requiring a different message depending on their box. Tribe Digital created a series of emails which enabled the personalistion of email messaging between these users.

Performance Media

Tribe Digital used a blend of Google Shopping and Facebook retargeting to drive purchases and subscriptions online. Google Shopping was effective at reaching new customers, while Facebook was used to retarget users who had previously performed and action (eg: add to basket) on the website.

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What our clients say about us

The recipe box industry is a very competitive market space. We understood that in order to build exposure and stand out from the crowd we needed expert help. Emily and Ollie are both excellent at their jobs and continually keep us updated on campaigns and strategies so we know the best way to move forward. I would have no hesitation recommending Tribe to anyone else looking to improve their search and social media marketing.

Myles Hopper, Mindful Chef

Working with Tribe Digital is always a pleasure. Their dynamic, forward-thinking keeps us ahead of the trends and are always able to advise our team well whilst consistently developing skills within digital marketing. Their reliability & flexibility paired with their expert knowledge and approachable nature makes them a key part of our team at Ladram Bay.

Zoe House, Ladram Bay
050-quote-mark-right

Our latest eCommerce insights

How can we help?

Want to learn more?

Subscribe to our monthly newsletter and stay up to date with all our blogs and resources.