Case study: Authentic handbags seller
Background.
The client is an online “resale” boutique for Authentic Luxury Designer Handbags including brands like Gucci, Chanel, Tommy Hilfiger, Prada, Celine, Louis Vuitton, Givenchy, Bottega Veneta and many more.
Challenge.
The branded handbags cost a fortune ranging from $1000 to $20,000+. The main challenge was to identify the correct audience as common man would not buy such costly products. We required boosting traffic and visitors who could afford to buy such handbags. Getting such visitors was challenging so we also focused on keeping our customers returning for more.
Another hurdle was to prove authenticity as the client is not directly affiliated with any brand. Additionally there were a lot of replicas available in the market and also overcome the competition from major shopping engines like eBay & Amazon.
Campaign.
Time Frame.
Strategy.
Firstly, SearchMantra started working on the visual factors i.e. the website design and product presentation. Further we added an easier navigation structure as well as search so that the visitors could sort products on various criteria’s like brand, colour, price, type, size etc. Now, we had to improve ROI so foremost we started with Optimization process for the website so that we could start getting traffic from search engines.
Once we were done with the technical stuff we started focusing on visitors and improving sales. For this we started various programs like refer a friend, gift a handbag, borrow a bag etc. These programs were a hit and gave us various insights on the buyer interest and also helped to keep our customers returning to our website for latest inventory.
Once we were successful in generating a customer base there was a bigger challenge to maximize it. Keeping in mind the price factor we knew it was a bit tough thing to do. So we planned to improve our customers buying capacity by providing easy finance options which could be paid back in easy EMI’s with nominal interest rates. This worked like a charm and we went out of stock every other day. Moreover, we even started getting pre-booking for various products.
Further to improve traffic and brand awareness we started offering discount coupons for less popular products, used channels like Google & Bing’s Shopping and actively participated on social media platforms to improve brand awareness via word-of-mouth.
Results.
| Keywords | Previous Rankings | Current Rankings |
|---|---|---|
| Authentic Gucci Handbags | Not in 500 | 6 |
| Branded Designer Handbags | Not in 500 | 7 |
| Authentic Designer Handbags | Not in 500 | 4 |
| Authentic Chanel Handbags | Not in 500 | 9 |
