Chapin Furniturewas established in 2002 in the small town of Chapin, just outside Columbia, US. They opened a furniture store with family values and a community-building perspective. "Let's make it home" has been their motto. Soon, they transformed themselves from a local brick-and-mortar shop to a global online store.
They needed a growth partner to become a world-class eCommerce store in such a highly competitive industry. Additionally, they wanted to take full advantage of the BFCM holiday season but had lost all historic data of compaigns' results. In just two months, we exceeded all expectations.
Growth Challenges of a Furniture eCommerce Store:
High Competition
Leading to thinner profit margins and struggle to stand out in a crowded marketplace.
Building From Scratch
Their previous agency removed all ongoing campaigns, so we had to build from zero to hero.
No BFCM Leverage
Lacking a BFCM strategy meant missing the most promising sales event of the year.
Our Growth Approach
Performance + Search Campaign per Product
We created a Performance + Search campaign structure by product type with different audiences and listing groups to optimize campaigns for best-selling items and high ROAS audiences.
Audience and Channel Segmentation
We added all campaigns with two asset groups with defined audiences for each product type. Two weeks later, we added more asset groups with a broad prospecting audience, and a week later, we added a deal seeker audience when we launched their BFCM sale.
Black Friday Cyber Monday Campaign
We leverage personalized email marketing to engage existing customers, used Pinterest for visual storytelling, and optimized Google with targeted keywords for increased visibility and traffic.
We started from scratch on the account, so we created a campaign structure broken down by product audiences and listing groups, which allowed us to optimize each segment with a different focus to boost the best ROAS available.
Trials, Adjustments, and Enhancing Performance
After defining a multi-channel approach, including Google, Email, and Pinterest as the main channels, we prepared the experiment tracker with key experiments to generate the most insight and performance in the short, medium, and long term. We leverage the Scientific Method into Marketing.
Magnifying Results
After generating the initial results, we identified top-performing channels and key dates, as BFCM. We focused on them and scaled the expenditure to optimize the relation between CPA, Revenue, Ad Spend and Customer Loyalty.
How to Increase Returns with Pinterest for a Furniture eCommerce Business?
Pinterest can boost your eCommerce sales by using captivating pins that showcase your products in lifestyle settings. You can drive traffic to your site by directly clicking on your product pages. Additionally, Pinterest's analytics tools can help you understand your audience better and customize your content to increase sales.
Our clients still make substantial revenue on the popular primary channels. But we know that Facebook and Google costs are rising, and scale is limited. So at EmberTribe, we found a path to hit businesses’ goals by methodically tapping into multiple secondary channels. But it needs to be strategic.
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
"EmberTribe has been an incredible ally in our growth strategy. In a short period of time they were able to scale up our ad budget 200%, while decreasing the unit cost for each additional sign up. We see them as an extension of our internal marketing team, which, for a fast growing company, gives us tremendous leverage when building out and scaling new user channels."
Duncan Street
Co-founder, Qeepsake
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