Lakeland Leather
72 % 62 % 17 %
The client
Lakeland Leather is the UK’s largest independent leather retailer. The retailer trades online and in their 15 stores across the UK, embracing multichannel and ecommerce.
The retailer has seen continued growth year on year and we have worked with the Lakeland Leather team to create growth strategies across their Magento site, their PPC strategy and their Amazon marketing. This has helped the retailer achieve ecommerce success.
As the Magento 1 end-of-deadline approached, we migrated their existing Magento 1 site to Magento 2 to continue their ecommerce growth.
Objectives and targets
The Lakeland Leather team identified the need for an experienced ecommerce agency to migrate their Magento 1 site to Magento 2, and help grow their online sales with a multichannel paid advertising strategy. They approached Fluid and we worked with them to optimise and maintain their site before we migrated to Magento 2 Commerce Cloud, drive traffic with paid search across Google Ads and Microsoft Advertising, and manage their Amazon marketing and advertising.
What we did
- Magento 1 to Magento 2 Migration
- Magento 2 Commerce Cloud
- Magento 2 Support
- UX Research & UI Design
- Google Ads & Microsoft Advertising
- Amazon Marketing
The project
Before the Magento migration, the retailer’s store needed to be maintained and optimised and we worked with the Lakeland Leather team on an ongoing basis with a Magento support retainer.
As the Magento 1 end-of-life deadline approached, we migrated their site to Magento 2 Commerce Cloud which has the power and scalability to take their ecommerce growth to the next level. The site now has a refreshed design and UX, has new functionality and will also improve the team’s operational efficiency.
Integrations
Integrations for the site include Adyen, Klarna, Nosto, dotdigital, and Klevu to provide an excellent customer experience across payments, personalisation and search. Other technical integrations included Global E, Microsoft Dynamics Nav and an integration with Amazon.
PPC
We also drive traffic to their store with a comprehensive Google Ads and Microsoft Advertising strategy. The retailer was working with a previous agency for their PPC strategy, but campaigns were underperforming and tracking was set up incorrectly. We fixed all tracking issues and implemented a campaign structure using previous data to segment the account based on search intent using structured bidding dependent on the search intent of the query. We also implemented automated strategies across the account leading to an increase in ROI and overall revenue.
Paid Results
- 234.4% increase in Revenue
- 87.6% increase in Clicks
- 23.4% increase in Conversion Rate
- 108.2% increase in Sessions
- 157% increase in Transactions
Amazon Marketing
For the retailer’s multi-channel strategy, we helped them maximise sales on Amazon by creating an Amazon Brand Store to better showcase the retailer’s range, and managing over 300 campaigns with a combination of Automatic, Keyword, Category and Product targeting across both Sponsored Product and Sponsored Brand Ads to drive sales.
We also optimised existing content for Amazon’s A9 search algorithm by identifying and including relevant, high traffic keywords and rewriting content to clearly communicate to users the brand, style, material and features of key products.
The retailer has seen continued growth by working with us across these strategies and fully maximising multichannel growth.
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