Boosting online retail sales through digital content
Out & Out
Founded in 2013, Out & Out is a fast-growing UK online furniture store selling stylish indoor and outdoor furniture at competitive prices. Their ethos is simple: all Out& Out pieces are designed and built by them, and all materials ethically sourced from around the world. Bell and sister company ESV Digital have been working with Out & Out since 2015, initially through ESV. The objectives have been clear: build awareness and help generate sales. This would be achieved through a three-stage marketing strategy.
Our response
The first stage of the strategy was PPC and social (paid and native), which ESV has managed since 2015. Stage two was SEO, for which ESV developed a successful, bespoke SEO programme to increase traffic and ranking, as well as generate ‘contact spikes’ in peak ‘furniture’ season. Once this was finalised, the third stage began – in order to stand out amongst a crowded sector, we needed to ‘elevate’ their suite of digital promotional material.
Bell produced a digital content strategy and then created several sets of content that broke through the clutter and conveyed no only the brand ethos of Out & Out, but also that their furniture looks great and has the high quality to match. Our research shows that even in this e-commerce age, the old adage remains: furniture has to deliver style and function as promised. To date, we have produced static and video digital ads, paid social content including copy, HTML email and web banners of multiple sizes. All three pillars of the ESV/Bell programme work together seamlessly, with good economies of scale.
