Floris is a British family business that has been creating exquisite perfumes since 1730. The business wanted help to grow online sales in the UK and EU. They also needed to increase awareness of the Floris brand and products.
There are obvious challenges to selling perfumes online, but Floris had big ambitions. They wanted their Shopify platform to match the success of their historic shop in London’s Jermyn Street.
We knew we could support them with branding and e-commerce based on our expertise and experience. The AB team employed a combination of PPC, SEO, email marketing, website development and content strategy. We helped Floris reach their budgeted targets and deliver a hugely successful campaign, exceeding targets by 41% over the all-important Christmas retail period.
1.8m
impressions
£51k
from email flows
41%
over target
“Our aim was to find an agency that aligned with our values and had the skills and ambition to help us reach our budgeted targets. We have been really pleased with the work AB has delivered and look forward to working with them on various projects in the future.”
– Graham Buller, Managing Director, Floris
Digital audit
We kicked off with a digital audit, reviewing the Floris Shopify website, social channels and emails.
The audit covered:
- Site speed and performance
- Accessibility
- Carbon impact
- Cookie compliance
- User interface (UI), user experience (UX) and user journeys
- Keyword research
- SEO analysis
- Paid media review
- Email recommendations.
The audit highlighted priority areas for improvement, quick wins and opportunities for growth in the Floris team. The results of our analysis also helped to set KPIs for the partnership.
Web development
We implemented improvements on the Floris Shopify platform. This work increased the site performance, accessibility, sustainability and UX.
One of the key UX changes was adding product variant options to listing pages. This makes it quicker for customers to select the size of product they wish to buy.
We also added Cookie Management to the Floris websites to make them legally compliant. Then we updated the regional websites to make them consistent.
Email flows with Klaviyo
When we first partnered with Floris, less than 5% of their email revenue was generated by flows via the Klaviyo platform.
We quickly got to work, writing and setting up email flows to:
- welcome new customers
- encourage customers who bought a sample to buy a full-size bottle
- convert customers with abandoned carts.
The email revenue generated by flows jumped up from less than 5% to 21%.
The email distribution lists were cleaned up, ensuring that we were targeting engaged customers. This led to a big increase in open rates, from 11.2% to 37.5%.
Over a six-month period, the welcome email flow generated £36,000. The abandoned cart email flow generated £15,000. In total these email flows unlocked £51,000 of purchases via the Floris website.
PPC: Google & Meta Ads
We ran a variety of PPC ad campaigns in the UK, Spain, France, Germany and Italy, using a mix of Paid Search, Paid Social, Display, Google Shopping and Performance Max ads, alongside Bing ads.
The aim was to capture branded search terms from Floris afficionados searching for their favourite products, alongside relevant search terms, e.g. perfumes for her. We used Google Shopping ads, which display a product image alongside a price and description, to capture shoppers searching for relevant products.
Over six months, Google Ads generated 1.8 million impressions and 58,000 clicks with a click-through rate of 3.15%.
As part of this activity we:
- made improvements to the Floris Merchant Center account
- optimised keywords, ad copy and imagery across all campaigns
- conducted keyword research and expanded campaign search terms where appropriate
- built out different audience groups to maximise conversions.
We built various ad campaigns in Meta using both an online catalogue linked to Shopify and lifestyle photography shots. Meta enabled us to target ads to specific visitor groups and for individual products, product types and campaigns, i.e. limited promotional offers.
Over a six-month period, Meta Ads generated an incredible 2 million impressions and 43,000 clicks, with a click-through rate of 2.15%.
Content: Nightingale, Churchill & Monroe
With a 300-year history and followers including Florence Nightingale, Winston Churchill, Marilyn Monroe and members of the Royal family, Floris has no shortage of fantastic stories to tell.
We created a content strategy for the business to help raise awareness of the brand and support the marketing team to focus their efforts on the stories with the biggest impact.
This strategy will be used to plan blogs and other website content, which in turn provides content for email marketing. Win-win!
Christmas shopping success
All this activity paid off for Floris’ festive sales push. We smashed the sales target for the Christmas period by 41%, with an increase of 72.5% in returning customers.
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