Member-only story
What’s it like digital marketing for retail eCommerce in the age of COVID19?
In short, it has been super weird.
PAINS
Our client’s revenue from brick and mortar stores throughout the mid-Atlantic region is severely down due to the lockdowns or drop in foot traffic even in regions without lockdowns. They’ve had to do lay offs and SOLELY rely on eCommerce now. (We got lucky and were deemed an essential vendor as we manage all the online marketing which is the sole source of revenue.)
GAINS
On the other hand revenue from eCommerce is up. Like WAY up. We have surpassed Black Friday type sales by an order of magnitude. For example, in April, we did 4x month over month and 8.75x year over year.
INSIGHTS
1. Retail therapy seems to be a real phenomenon. Campaigns focusing on wellness and quarantine ideas are performing great.
2. Adding more products doesn’t drive sales but Daily Deals do
3. Weekend sales bleeding into week. Mondays are the new Sundays
ACTIONS
What have we been doing to drive sales?
1. We have been increasing ad spend by 50% every two weeks. We have been getting about 20–25% of google ad clicks.
