Peacocks Clothes | Retail sector internet marketing

Portfolio_ Retail_

Full email template showing each of the components we created.

We created seasonal graphics toolkits to help brand photography.

Using these idents, images could easily be visually related to other material.

Promotional component to merchandise a range of garments.

Revised product page - including upsell feature.

Simplified and streamlined navigation design.

News area allows Peacocks to promote the latest interesting activity.

Banner campaign to promote great value men's and women's ranges.

Marketing Peacocks

Peacocks are one of the UK's hottest value fashion chains with 460 stores nationwide. The secret to Peacocks' success is that they have their finger firmly on the pulse of fast fashion.

When they spot an emerging trend they react very quickly and deliver fantastic value fashion to their customers. With this dynamic approach.

This is endorsed by the fact that Peacocks has won awards such as Best Value Retailer of the Year 2005.

We worked on Peacocks' brand in all marketing channels with great success as well as consulting on the design of the site to help them improve the end-to-end effectiveness of their online activity.

Affiliate Marketing

An important part of the online revenue growth challenge was to reinvigorate and improve Peacocks' affiliate program.

The program had been live for over a year and performing as well as it should have been. We were initially perplexed as Peacocks have dozens of promotions, lots of exciting ranges and fantastic prices. Our research revealed that the previous program had lacked any proactive campaign management and it seemed like they needed our help and insight.

Without an affiliate manager talking and posting about why Peacocks is such as success story, affiliates had no reason to promote this program over other competitive fashion affiliate programs. There was also no product feed or recruitment plan.

Our first port of call was to overhaul the entire program's collateral. We rewrote the vague terms and conditions, designed new promotional materials and developed a product feed.

Next steps were to get the affiliate community excited about the brand and its positioning via emails and forum posts. This boosted the number of affiliates applying for the program by 400%. Our policy of always giving affiliates a fast and courteous response to all their enquiries ensured a positive buzz started to surround the programme.

Next was a recruitment drive to encourage the top retail SEO, PPC, cashback and social media affiliates.

This recruitment is not done through affiliate forums - it relies on our personal relationships with these affiliate. We know their business models, what sectors they specialise in, their promotion activities and more importantly how their activities dovetail into our client's online marketing mix. Finally, all of our activity was supported with an exciting 12 month incentive plan that rewarded all tiers of affiliates.

Highlights:

We doubled the projected revenue.
Double digit ROI.
We have four times as many quality affiliates on the program.
We were finalists in Excellence in Retail for the A4U Awards.
Oh - and a delighted client.

Paid Search

When Equator was tasked with increasing revenue online - one of the first challenges was to improve Peacocks' PPC campaign.

After an initial interrogation we found it to be in an almost unmanageable state. We found terms to be spread across the account in an ill-thought-through manner. It was obvious that it had been software running the program, not a well-trained and qualified PPC manager.

PPC Solution

We worked to completely rebuild the account, redeveloping it in such as way that it works in an efficient and easy to use manner.

The whole structure of the account was changed in order to align keywords and ad copy and so that it mirrored the structure of the Peacocks site.

This not only helps to run the account on a day to day basis but it also makes it easier to quickly make additions to the account when Peacocks add a new range or category.

Highlights so far:

Delivered revenue over 80% above the clients targets.
Improved PPC conversion by 40% in 12 months.
Cost per click dropped to less than 10p.

Natural Search

The first part of the SEO strategy was simply good hygiene; beginning with optimising the site for product range terms.

But product terms alone were not going to significantly deliver all the sales that we could get from natural search.

Obviously we wanted to tap into current trends but one of the challenges with fashion brands is that what is hot in one season, is not the next. Another factor is that Peacocks introduces 30 to 50 new women's wear lines every week!

So in terms of devising a SEO strategy - optimising the site for the most topical terms was not really an option.

SEO Solution

We decided that if we were going to hit our targets we had to chase high volume, generic keywords. The most relevant phrases were "women's clothes" and "cheap women's clothes".

The challenge is that these are fiercely competitive terms with 84m and 144m competing web pages respectively. We knew it would be tough. We based our strategy around a combination of on-site SEO enhancements, link development via a mixture of directory submissions, online PR, article submission, blog-ring creation as well as targeting blog links from the fashion sector.

We also raised Peacock's profile within numerous social media networks related to the fashion industry. The results of this bold campaign are something we are really proud of.

Highlights so far:

Number one in Google for "women's clothes' and 'cheap clothes'.
Number two in Google for "cheap fashion".
Number three in Google for "clothes".
Natural search generated over 1.5m visitors.
Revenue from natural search increased by 255%.
Sales increased by 275% year-on-year increase.
Our non brand keyword phrases produced 10 times more revenue than the year before.
'Maternity' revenue increased by 1400%.
'Jeans' revenue increased by 1200%.

Email Marketing

We are keen advocates of empowering our clients with all of the knowledge in our agency. To aide Peacocks marketing strategy, we designed a very flexible component based email template. This meant that they could design and deliver their own email campaigns in-house and can react to the myriad of new ranges they introduce every week.

Our work with Peacocks is something we're very proud of. We delivered on many levels, ensuring that their website was up to the standard necessary to drive the brand forward.

We can do it for you too: If you dial us on 0141 229 1800(and ask for Garry Hamilton); If you send us a message; Or if you visit our studio

Show me the big guns

Would you like to know a little more about how we did what we did on this project?