rose exchange – Increase the sales of an online shop fivefold
Starting point & challenge
The Rosenbörse is one of the most renowned rose dealers in Switzerland and operates four literally flourishing branches (pun intended 🙂 ) in Zurich, Zug, Lucerne and Sihlbrugg! At the time the order was placed, however, the online shop was just idling along and was not really showing any flourishing growth.
A look at the existing Google campaigns showed that the cost per purchase was more than 100 francs (although the campaigns were already managed by a large and renowned agency) and so the marketing was a loss-making business and now Urs wanted to work with us to double the sales.
Solution
First, we took the Rosenbörse online business model apart from A to Z and carried out an analysis with concrete suggestions for action. One requirement for the collaboration was a new website. Because no matter how well we do our job with the campaigns, if customers land on a bad website, they will quickly leave again.
Once the website was completed, we developed a funnel that was completely tailored to customer needs with a clear acquisition and loyalty strategy. The Google campaigns were completely redesigned and keywords were structured according to search intent. A particularly high focus was placed on ensuring that the advertisements were as relevant as possible to the search query, with only a few keywords per ad group.
A multi-channel approach was deliberately chosen for retargeting, as the Rosenbörse's clientele is very diverse and uses a variety of channels. This ensures that each target customer will achieve multiple visual contacts.
Results
- The cost per purchase was reduced from over 100 to 30 francs, which means that the rose exchange is already in the black in the acquisition phase
- The goal of doubling sales in the first year was achieved
- In the first 3 years, sales even increased fivefold
- The Rosenbörse continues to be one of our customers and the KPIs have at least been maintained and in some cases even improved over the several years of cooperation
