SPAZIO is one of the first fashion multi-brand stores in Kyiv, located in the heart of the capital. Designed by Italian architects, the space occupies two floors with a total area of 2,000 square meters. For 15 years, SPAZIO has offered its customers the most relevant global labels, introduced new names, and discovered future stars of international fashion. Today, it boasts over 100 brands of women's and men's clothing, footwear, and accessories. Among them are flagship collections from ACNE STUDIOS, OFF WHITE, STONE ISLAND, MM6 MAISON MARGIELA, MARC JACOBS, THEORY, GOLDEN GOOSE DELUXE BRAND, and affordable offerings from C2H4, GANNI, ETUDES, FILLING PIECES, WON HUNDRED, IRO, DRKSHDW, IRO, and ALPHA INDUSTRIES.
Website: spazio.ua Read the review:- Using digital marketing tools to attract new customers to the site,
- Increase the overall revenue of the site.
1. For Spazio customers, price isn't the deciding factor. The emotional impact and value of the brand are paramount. Therefore, it's important to communicate the brand's message to potential buyers using appropriate communication channels.
2. In addition, the segment of such buyers is quite narrow, so the task of finding a target audience is more difficult.
3. The audience is very demanding in terms of convenience and quality of service.
Shopping at Spazio is not considered spontaneous due to the high average bill.
36% users visit the site more than 10 times before making a purchase. To determine the number of visits before a transaction, we used Google API and found that:
To successfully promote this type of content, proper settings in your advertising account aren't enough. It's important to use a combination of tools, each one tailored to the right goals:
The best audience for Spazio products on Facebook are those interested in the brands featured on the site and those who previously visited the site and added products to cart. However, because ads were consistently shown to the same users, Facebook eventually stopped attracting new customers, and we were faced with the challenge of finding a new, solvent audience.
Based on the target audience profile, we selected a list of Facebook visitors' interests and showed them the company's ads. For testing, we selected eight affinity audiences and six lookalike audiences. After testing, we identified the audience that generated the most response and scaled up that ad campaign (increasing the budget), while disabling the remaining campaigns. While the lookalike audiences were responsive, the ROI for this ad campaign was low. Therefore, through testing and ROI assessment, we were able to find a new audience that brought the company an influx of new customers.
In addition to targeted advertising for purchases, we also launched video advertising on Facebook and Instagram to increase reach and introduce new users to the brand, and used paid post boosting.
As a result, we saw a steady increase in followers and page likes, which demonstrates the audience's interest in the brand. These users are active, which has a positive impact on reach and cost per click, as engagement is a key factor when launching advertising.
The results shown by the target:
Task: promoting the application on Facebook and Google.
Premium customers demand high-quality service and ease of use. Considering that website visitors often make repeat purchases, it's crucial to ensure maximum ease of use when interacting with the company's products. Therefore, Spazio developed a mobile app that allows users to select products and place orders.
It's also worth remembering that some users find it more convenient to use a website than an app. Therefore, both the website and app should be mobile-friendly.
By optimizing advertising, we were able to double the number of installations and reduce the cost per installation by 1.55 times.
Moreover, the cost per install of an iOS app is 4.27 times higher than the cost per install of an Android app. However, according to Firebase data, the revenue from purchases by iOS users is 5.7 times higher. This is consistent with our assumption that the target audience of buyers is iPhone owners.
The main challenge with such advertising campaigns is that product brands are constantly changing. To quickly add new brands to these campaigns, we wrote a special script that retrieves information about brand changes from the website and generates ad groups for each new brand. The resulting file can be uploaded through Google Ads Editor.
Smart Shopping is an intelligent tool from Google that displays product cards with prices on the Display Network only to users who belong to the company's target audience. For this tool to be effective, it must be properly "trained"; otherwise, the algorithm will not be able to distinguish between the target audience and the non-target audience.
The most important thing in this type of training is to ensure that non-targeted actions (such as intermediate steps in the purchase path) are not counted as conversions in the Google Ads account. Furthermore, a certain number of completed conversions is required so that Google has enough data for statistical processing.
Launching a branded ad campaign (for example, "buy a skirt at spazio") greatly facilitates this learning. The purchase price in such an ad campaign is the lowest, and the audience is the most targeted. Smart Shopping ads are generated based on a feed from Google Merchant. Therefore, we used transformation rules to improve product descriptions and increase ad appeal.
The results shown by Shopping:
As a result, Smart Shopping has become the main source of attracting new customers to the site, while the cost per purchase is one of the lowest, second only to branded search advertising.
SEO optimization not only increases organic traffic but also improves the overall website conversion rate.
After conducting a technical audit, we discovered errors in the configuration of AMP pages, the correction of which resulted in these pages finally starting to rank.
Additionally, a large number of duplicate pages were discovered on the site, providing little value to search engines. However, disabling all filters from indexing is unacceptable, as it would prevent users from accessing the desired page when searching for something like "{skirt} + {product brand}." Working with the developers, we were able to resolve the issue without affecting important filters.
The main difficulty in promoting the Spazio company: The most converting keywords contain the brand names of the products' manufacturers. Therefore, we had to focus on general queries and products from brands that are always in stock.
To increase organic traffic, we selected a list of keywords that we gradually brought into the top 10 (the graph shows the percentage of promoted search queries included).
By ranking a website high for keywords, we increase the flow of new interested visitors and boost revenue, so this tool can be considered transaction-driven advertising. However, when calculating channel profitability, it's important to remember that good SEO optimization reduces the cost per click in contextual advertising and allows you to win auctions more often. Furthermore, an optimized website is more user-friendly, which impacts the conversion rate for any promotional channel.
We successfully completed the task of finding new sources of customer acquisition and, despite the complexity of the premium clothing industry, were able to increase overall revenue by 1.5 times and achieve an ROI for November 2019 of 9791%.
This helped us to show this result:
- constant testing (audiences, keywords, creatives, new types of advertising);
- use of high-tech promotion methods (launching Smart Shopping and training it correctly, using a parser to generate ads, Shopping tags on Instagram, dynamic remarketing);
- high-quality content (we are grateful to the client for a large number of high-quality, diverse creatives and videos, as well as for the timely delivery of materials);
- and of course, an integrated approach (work on brand recognition, omnichannel).
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Main works:
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*The price is for agency work, excluding the advertising budget.
Main works:
As a bonus you will receive:
*The price is for agency work, excluding the advertising budget.
Main works:
As a bonus you will receive:
*The price is for agency work, excluding the advertising budget.
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