Drive consumer research and conversions through website. This involved using the website as a key consumer resource and driving traffic to that website.
Targeting 18-35 year olds wanting to change lifestyle.
A large number of engaged consumers were arriving at the website or being directed there from paid search or display advertising to engage with the resources it provided.
However, they were not provided with the key information they wanted on where was the product available in all its different variants (on and offline), what it cost and whether any special offers were available nor provided with a path to purchase. This was reducing the effectiveness of the investment to get traffic to the site and providing a poor consumer experience.
Dotter implemented a full Store powering the Where to Buy menu on the home page. This Store offers live price, promotion and availability information for products, offered multiple retailer and categories for easy navigation. It also offered a geo-located offline Store Finder showing physical Store outlets in the vicinity.
The consumer can research product choices and prices by category and retailer and then be taken directly to the relevant product page at their chosen retailer to seamlessly execute a purchase.
Dotter also implemented a Product specific application on individual product pages to engage users researching at the individual product level.
Dotter provided a full suite of analytics on consumer behaviour and conversion rates.
Consumers embraced the Where to Buy capability driving significant increases in time spent on the website.
Consumers interacted fully with the functionality driving high rates of user engagement and advancing consumers through the purchase journey. This has been shown to increase purchase propensity on and offline.
Exit to retailer rates showed very high levels of purchase intent and eCommerce conversions were above expectation demonstrating that if consumers are provided with purchase influencing information it will drive transactions.
The brand are now actively extending the Where to Buy capability into other markets.
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