Internet marketing case study for R.Chameleon, a women's eBay, and brick and mortar clothing store

1. Internet Marketing Case Study
Women’s Retail Store
R.Chameleon Discount Designer Clothing
Summary
R.Chameleon Discount Designer Clothing sells women’s clothing at their brick and mortar
store and on eBay. Sales online and offline had leveled-off over 2008 sales. The owner
wanted to increase sales in both stores and wanted secure greater visibility online. In
addition, the owner was interested in trying social media marketing, however was unsure
where or how to begin nor did she have the time to commit to learning and implementing.
Objectives
• Improve search engine page results
• Optimize eBay search to store and drive more traffic to her eBay store
• Raise awareness of the online and offline storefronts
• Utilize Internet and social media tools to market business
• Revamp current online marketing methods
• Improve customer incentives for online and offline use
• Improve overall communication with customer base and potential customers and
increase frequency
Solution
Improve the search results for the eBay store by optimizing the keys words and tags to
mirror popular store searches.
Establish a Social Media presence using Facebook andTwitter and build a campaign designed
to interact directly with customers and build brand awareness.
Create store listings on online directories such as Merchant Circle. Utilize the tools available
from several online directories to distribute weekly and monthly blogs, newsletters,
coupons, and ads.
Revise newsletters to include highlighted product listings and begin sending them on a
regular basis.
Improve general internet search results by re-branding the store as R. Chameleon Discount
Designer Clothing.
Conduct a weekly review and optimization of eBay keywords.
Results
As a result of the initial three month long campaign, monthly sales and traffic to the store
improved dramatically.

2. • EBay sales increased by an average of 9% from year over year sales
• Traffic on eBay to store improved by 300%
• Traffic to eBay store from Facebook increased 118%
• Twitter followers increased nearly 800%
• Google and Yahoo search ranking improved considerably. R.Chameleon appears
above large retailers and other similar clothing boutiques in the neighborhood. The
listing also appears on the first page and close to top on Google local mobile search
• Newsletters have had an average of 11% open rate and coupons have been
redeemed in-store