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.
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.
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.
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