Case: Lazy Susan

The English brand Lazy Susan Garden Furniture focuses on the production and (online) sales of high quality aluminum garden furniture in Europe. They design and manufacture the products themselves and sell them to consumers through their webshop in more than 7 countries. The head office is located in Hampshire South England, but has webshops in the Netherlands, France, Belgium, Germany and Italy.

Challenge
Lazy Susan experienced a large organic growth in the webshops in Europe, but did not have the expertise and resources to set up and execute a solid marketing strategy. The company’s goal is to become the market leader in the sale of maintenance free garden furniture within 5 years. They intend to achieve this by formulating a specific strategy and approach for each country and successfully expanding this based on a solid roadmap.
Strategy & approach
After having submitted this question to us, Lazy Susan started to specifically analyze the current situation and what is needed in order to grow to the desired situation. By means of our in-house developed ‘Prodos Growth map’ we then jointly agreed on the focus per country and the division of roles. In this process Prodos is not only responsible strategically, but also executive-wise for the growth of e-commerce in all European countries.
Channels
Email marketing, marketing automation, social advertising, conversion optimization, content marketing, SEO, SEA. In addition to these online marketing channels Prodos also provides assistance to Lazy Susan with setting up a local office in the Netherlands and finding the right local partners in the various focus countries in Europe.

Result achieved

During the first 5 months of the partnership, sales in the highest priority countries increased 208% and 161% over the previous year. This was due to both an increase in the number of orders and an increased overall order value. This growth was mainly driven by optimizations within the Paid Search and Organic Search channels.

Moreover, an extensive CRO analysis and advice process ensured that the conversion ratio on the website increased by 47%, resulting in a 30% increase in the return on the invested marketing budget.

Explanation

Per country we looked at what growth opportunities are available and what is required to realize them. The results were used to set up an action plan and to start implementing the various activities. We focused on activities aimed at acquisition and monetization. In this process, channels and activities such as email marketing, marketing automation, conversion optimization, Google advertising and content marketing play an important role. The progress and results are evaluated every two weeks, with a focus on March to September.

Boost your growth?

Are you ready to boost your growth and do you want to know what we can do for you? Feel free to contact us at Pieter@Prodos.nl. Of course you can also fill out our contact form and Let’s Talk!