While a hugely exciting time, the addition of ecommerce functionality to the site presented some clear challenges we needed to overcome.
Our biggest challenge was the lack of previous ecommerce functionality meant that we were starting from scratch.
While we often launch ecommerce campaigns, we usually have data from other channels to work with and an understanding of conversion rates.
In this case, we had no historic data or comparable conversion data (driving traffic to stockist sites is different to direct online sales).
Additionally, without ecommerce functionality, we had never been able to make use of Google Shopping for the client.
This required a full setup, including linking the automated feed into Merchant Center and creation of an optimised product structure in Google Ads.
Finally, while Annie Sloan wanted to build revenue through the site, it was important for them to continue to support their stockists by referring traffic to their sites.
This meant that our campaigns had to have a dual focus.