Selina Blow

ECommerce retailer of fashion wear for women
Tags - eCommerce, retail, fashion, clothing, WordPress, WooCommerce

The brief

Selina Blow sells women’s dresses via its 3 retail outlets as well as online with its USP being that it is a women-centric brand made for and run by women.

While the sales from its retail outlet has been growing consistently y/y, little attention was paid to the digital marketing side of the brand with online accounting for very little sales most of which came about as a result of referrals and/or from people passing their stores.

What made matters worse was that the website was highly ineffective in converting clicks to sales and an outdated look/feel didn’t accurately represent the brand anymore.

We were brought in to help launch and manage digital marketing campaigns that can increase the level of online sales for Selina Blow and to be able to do this as consistently as possible, taking into account fluctuations in seasonality, appeal and demand of the offering.

The work

One of the current assets for Selina Blow was its website which was already getting healthy levels of local traffic from the Google My Business properties so we decided to take a deep dive into the data via Google Analytics and Facebook insights to help us better understand their user’s online behaviours.

We also worked with a creative team to help clean up the website and make it look fresher and mobile optimised, since a large % of online sales in fashion wear either originate and/or end on a mobile or tablet.

On the digital marketing side, we launched a multi format campaign on Facebook and Instagram that included an array of ad formats such as videos, carousel, images and posts.

With over 100 items on sale, it was important to keep a close eye on the items and product categories so budget and resource allocation can be constantly adjusted based on the results from all the split tests set up for the ads and campaigns.

An extensive remarketing campaign was put in place too with different ad campaigns and messaging catering to the buyer personas as well as behaviour. For example, all users who begin checkout but didn’t complete would be shown a different ad compared to those who did checkout (in which case a cross-selling campaign would kick in)

Results

The campaign began producing results quickly with sales from the shopping campaigns starting to come through on about day 8.

Return on Ad Spend (ROAS) hovered between 3.4 - 7.5 which exceeded the target of 2 as per the initial brief. Cost Per Sale was about 30% lower than the target set forth initially.

350+
Return on Ad Spend as a % delivered
30
Lower Cost Per Sale than target

Client Quotes

We worked with them on one of our sites and revenue more than doubled in the course of 6 months.
Harry Bingham Agent Hunter

Great agency to work with. Especially knowledgeable on digital marketing. I always recommend Flow20.
Jim Morrissey Jim Morrissey

SPB has seen traffic to its website increase by over 400% and a consistent supply of quality leads thanks to Flow20.
Arif Rampuri Showtime Photo Booth

The skills gained from the training helped use to optimise our website and measure the outcome of my decisions on a website. Great agency with knowledge and experience.Great to work with.
Jack Kramarski Polyconcrete Ltd.

Really impressed with FLOW20. They have been doing our SEO for 6 years now and we have never dropped from the top page on google. Also they have created an amazing Website for our company that has helped increased our Brand and turnover.
Marvin Fowler WOW Factors.

I was highly recommended this agency by my business coach. There were a few delays my end in commencing the project and Flow20 were were polite and patient while we resolved the issues. I saw some examples of audit reviews and they were pretty comprehensive. When my audit review arrived I was very impressed with the layout and structure. It was a professional job. My website initially scored 70 before the SEO audit review and following the remedial work, it now scores 93. So happy that the website's issues have been addressed.
Vince Stevenson College of Public Speaking.

I've used and (wasted) spent much money on different digital marketing companies over the years - none of them got the results they promised me - one company I spent over 2 years with and got nowhere, in 3 months with Flow20 I started seeing definite results, in just under 6 months.

Flow20 delivered above and beyond my expectations - a year later and I am utterly delighted with the results, I'm on the first page of Google consistently for many of my competitive search terms for Emergency glaziers and the window repair services I have has gone through the roof. They are exemplary. Cannot recommend more highly

Amir Gull Swift Glazing

Friendly, reliable, great value for money and an extremely effective digital marketing agency service.

Highly recommended.

Marius Tyzcyzka Patient Choice International

Flow20 have been a tremendous help in increasing our leads from online marketing. We have been using them for our Seo and websites for some time now and recommend them for any business looking to grow their online presence.

Artur Voronov AVB Biomass