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SharkStrike E-commerce Case Study
SharkStrike E-commerce Case Study
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SharkStrike E-commerce Case Study

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Learn how SharkStrike helped it's client Increase it's E-commerce toy sales by 40%. Digital Blue wanted to increase online presence and sales to their online retail store. They also needed to reduce …

Learn how SharkStrike helped it's client Increase it's E-commerce toy sales by 40%. Digital Blue wanted to increase online presence and sales to their online retail store. They also needed to reduce their pay-per-click budget from the previous year. Other challenges encompassed overcoming the holiday spending recession, as well as introducing new products to clients.

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  • 1. SHARKSTRIKE INCREASES DIGITAL BLUE ONLINE TOY SALES PROFIT BY 40% BUSINESS OBSTACLE: Digital Blue wanted to increase online presence and sales to their online retail store. They also needed to reduce their pay-per-click budget from the previous year. Other challenges encompassed overcoming the holiday spending recession, as well as introducing new products to clients. INTRODUCTION: Digital Blue is a strategic licensing partner for major entertainment brands including Disney, LEGO®, Cartoon Network, WWE, Inc., and Warner Brothers, and has received industry acclaim from Oppenheim, Toy Portfolio, iParenting, NAPPA, and LIMA. Founded in 2001, we are headquartered in Atlanta, GA and operate four global offices. THE SITUATION: Digital Blue hired an interactive agency in 2008 to manage their online spending and to increase their online presence and sales. The agency spent over $130,000 in pay- per-click marketing including some conversions costing more than $100,00. “We knew that our conversions and our spending were out of sync and we didn’t want to repeat last year’s efforts,” said Lisa McEachen Vice President Marketing. “Our target goal was to decrease our pay-per-click spending, increase our natural/organic search results to gain more free traffic, increase our affiliate marketing program, and reach a more broader audience that which our partnerships with brick and mortar stores couldn’t accomplish. In order to do this we looked outside to find someone who could increase sales, profits and introduce our new products to a broader market.”
  • 2. THE CHALLENGE: Digital Blue’s challenge is to increase their online traffic to the web store, increasing sales while reducing their online spending. The economy was a big challenge as major players in the toy space such as Walmart, Target and Toysrus were slashing prices. The toy category is a loss leader in the industry for major retail stores that allows them to cross sell the toy buyer with other products. By reducing prices to under $10.00 per toy stores were directly affecting Digital Blues ability to sell directly and online to teens and tweens. Beside the big box companies with large budgets, and sophisticated systems we were also competing against smaller companies all vying for the same Christmas dollars. CAMPAIGN: The first step was to understand the environment. What tools, technologies and vehicles the company was using to drive traffic and generate sales to the online store. Next we had to decide on a budget and where that money would be allocated to. At first Digital Blue thought that they should spend their entire budget in pay-per-click marketing. Their history had been working in Google Adwords at a previous year spend of $140,000 dollars. As their products were priced low and the cost of ppc was high we recommended that they take a different approach. Digital Blue was already utilizing Commission Junction affiliate program so we recommended that they spend more money on creative that would attract more affiliates. Another recommendation was to get new exposure in shopping engines such Shopzilla and Bizrate. Increasing the overall Search Engine Optimization strategy would also drive more visitors into the site by natural search. By combining the SEO strategy with social media increased the exposure to the products and increased the overall sales. By changing the on-site page optimization we were able to increase the conversion rate of people purchasing. RESULTS: - Increased 4th quarter year over year profit by 40% - Generated over $200,000 dollars in profit - Increased online conversion rate by 173% - Multiple SEO rankings (ie Lego camera #2, Lego digital camera #1) - Increased online average order value by 60% For More Information Contact SharkStrike 800-897-7016 sales@sharkstrike.com http://www.SharkStrike.com

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