Salt Resort Wear is the ultimate destination for luxury resort wear, all year round. Filling a large gap in the market for a luxury, multi-brand resort wear lifestyle store, launched the UK’s first resort wear boutique situated on London’s exclusive Walton Street.
The London store and online boutique www.saltresortwear.com is a fashion emporium housing resort wear, ready-to-wear and accessories from an array of international designers.
Hit Search were appointed to devise a revenue growth plan, facilitated by increasing the presence of the Salt ecommerce website online.
As a relative newcomer to the market, establishing a new fashion retail brand in the designer sphere is hard. Competition is fierce as every high end fashion brand wants to be seen on the pages of Vogue and Harper’s Bazaar. This kind of coverage is not only difficult to come by, it’s extremely expensive and cannot be directly measured.
A major part of the brief was to track user activity, and to continually analyse the performance of our digital marketing channels, including SEO and PPC. In doing so, we could evolve our strategy, based on what was working and what was not.
We were required to optimise the Salt website in line with the latest Google algorithm updates, but before we could do this we had to steward a fundamental set of website changes whilst ensuring that the site did not lose visibility.
We were also required to maintain a large scale content production programme that was SEO compliant, while maintaining their all-important corporate voice.
As with all agency campaigns, we understand that we need to take the time to work closely with the client team and marketers to ensure we understand how each brand wants to be represented. This approach is invaluable in the fashion space and was critical in establishing the collaborative partnership approach between Salt and Hit Search.
Whilst the content team were getting to know Salt's brand positioning and tone of voice, the SEO team were successfully mitigating the risks of a complete site restructure and server move; working closely with a third party web development team to ensure rankings were maintained whilst improving optimisation. This was a full time task but it ensured that the site came through the switchovers with increased visibility, increased onsite content and increased functionality.
We implemented in-depth tracking across the site – previous reports could track the bottom line but couldn’t deliver actionable insights. Our analysis, including basket abandonment, funnel tracking and attribution modelling have all helped us to discover which channels were really performing. We were able to advise where future spend should be targeted.
In the first six months of the campaign, we delivered more than 50% increase in organic traffic based on year on year for August 2013/14 and even more impressively a 340% increase in organic revenue. Conversion rate is up 134% from February 2014 to August 2014. We also assisted blogger outreach and monitored its impact to help create a better campaign.
Hit Search helped Salt achieve greater exposure in different regions through a comprehensive PPC campaign, expanding reach to countries including the United Arab Emirates, Dubai, Australia and further markets in Europe. This increased brand awareness and was responsible for the growth of the brand’s Social Media presence.
We have achieved increased rankings, visibility and all important conversions through a varied, multi-channel campaign, driving steady revenue growth.