Frustrated with customers walking through the door of their small retail shop on the outskirts of Leeds, asking to price match against their internet competitors, Kitchen Appliances Direct (KAD) took the plunge to trade online and approached us for help.

The brief

In this, the 21st Century, traditional retailers cannot afford to ignore the importance of selling online via e-commerce. And Leeds-based Kitchen Appliances Direct was no exception. Frustrated with customers walking through the door of their small retail shop on the outskirts of Leeds, asking to price match against their internet competitors, they took the plunge to trade online and approached us for help.

Our approach

Instead of putting all their eggs in one basket and throwing all their products online in one go, they decided to trial their first steps online with selected sinks and taps products primarily from Italian manufacturer Smeg.

After researching the online market potential we created the brand sinks-taps.com and launched a simple e-commerce website with a small and focused project range.

To coincide with the website launch we developed a search engine optimisation programme to improve the brand performance and increase the sales pipeline. A combination of first page rankings for all major products and brands together with a high performing, cost effective pay per click campaign meant greater conversions to sales through the search engines. And we continue to improve to this day.

We continue to enhance the performance of the website and its impact on the business through constant attention to detail in areas like the customer experience and the introduction of enhanced back-office solutions like order management and stock control systems.

Our Traffic, Dwell and Return™ model for profiling consumers, generating sales and retaining customers achieves maximum returns for marketing budgets and an increased ROI overall. Search engine marketing plays a significant role in this model and we continue to deliver outstanding results month on month.

The results

• Achieve consistent 20 times return on Google Adwords pay per click budgets
• First page ranking for all major keywords and products
• Consistent reduction in cost of customer acquisition
• Proven Traffic, Dwell and Return™ model increases profits across entire product range