B2B pivot launches Threadbare direct to consumer with bespoke Shopify store

Threadbare

Project Overview

In 2020 Threadbare wanted to reduce its reliance on wholesale relationships with outlets such as Next, ASOS, and Debenhams.

This would require a new ecommerce store to sell direct to consumer, build the menswear brand online, and generate more sales. The project became more urgent as the global pandemic took hold, and the threat to big high-street retailers took its toll.

Herd pitched an innovative strategy with high performance website build, and developed a multi-channel marketing strategy, including ongoing SEO and paid search advertising.

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Results

A selection of key statistics showing paid search campaign performance comparing month 1 to month 2:

-57% Cost Per Conversion (CPC) decreased
+1217% Conversion value increased
+1394% Conversions increased
+176% Conversion rate increased

The Brief

The 4 main objectives for the client included:

- Launch Threadbare to sell clothing D2C on its own domain

- Increase business through the site long-term

- Build and grow brand and raise awareness online

- Develop strategy and launch marketing across multiple online channels

Our digital audit and competitor analysis highlighted key areas for development:

Technical Issues - Leading the integration of Shopify with the fulfilment and the product centre to work in real time, using Herd’s very own “herd skeleton framework” which provides the building blocks to deliver a high performance Shopify website
Brand development - Ensure the brand was communicated consistently across channels and critically for the website to represent the brand
Competing with own brand on reseller domains - Grow visibility in organic and paid search for Threadbare brand terms online to compete with own products and categories on established domains that ranked well
Multi-channel digital strategy - across all online channels whether delivered by Herd or inhouse
Support for in-house - Focusing on brand exposure and high-quality coverage based upon competitor link analysis to identify opportunities to grow online and offline brand visibility

How we did it

Leading the integration of Shopify with the fulfilment and the product centre to work in real time, using our very own “herd skeleton framework” which provides the building blocks to deliver a high performance Shopify website.

We've been working with Herd for just over 12 months and the relationship we've built has been great!

Working with us on digital marketing, through paid search and web development during the launch of our brand new B2C website, they've been an invaluable part of the process, with strategic input, design excellence, and friendly service at every stage.

Without Herd's hard work and the relationship we have built, we would not be in the strong position we are today whereby we have designed, built and launched a website from the ground up and are generating sales which exceed our predictions and expectations.

Helen Ellis, Head of Ecommerce

Project Highlights

1

Branding visuals

As a fashion clothing brand, visuals and presentation of the brand is critical for online performance marketing. A challenge faced was that the brand had been established as a label on clothing but beyond that there wasn’t a clear opinion on visual guidelines. We developed a deeper understanding of their customer base and built up customer profiles for our designers to work up a brand style guide and create concept designs for the site.

2

Paid advertising

Targeted Paid ads on Google, Bing, Facebook, Instagram, YouTube & Tik Tok to drive traffic and raise brand awareness.

3

SEO

Website content & category structure designed with keywords in mind to win links and increase returning users.

4

Email marketing & automations

Set-up email marketing templates and automated campaigns to target abandoned baskets and non-active users, and build up a list of advocates that convert well.

5

High performance website

Bespoke custom theme with collection facet system to ensure filters are SEO optimised, overrides in Liquid and collection metafields to give a competitive advantage in long-tail searches, custom product data loader.