Dollar Curtains & Blinds: Leading Australian Retailer
Overview
For the last 56 years, Dollar Curtains & Blinds has grown to become one of Australia’s most trusted names in Curtains, Blinds, Shutters and Awnings. The business has more than 30 stores nationwide and hundreds of dedicated people serving customers all over the country.
Their emphasis on serving local area needs is strengthened by offering one-to – one consultations to consumers as Australia’s largest window covering network. Being a large business with a strong franchise footprint also meant that it faced stiff competition in the many cities of Oz that it operates in.
As a market leader with presence in multiple cities and regions, our retail sites faced competition from hundreds of other retailers in a saturated space. Your team has helped us leverage brand equity and combined it with an excellent digital marketing strategy to increase our online sales as well as footfall in our stores through powerful SEO. The experience turned out exactly how we envisioned it. Thank you!
The Challenges
- A distributed franchise network existed without a new and modern website that would digitally unify the brand experience for customers all over Australia
- A large presence all over the country around metropolitan cities like Melbourne & Sydney but also in suburbs had Dollar Curtains competing for market share with other growing local providers of home improvements
- There was a lack of cohesive digital marketing strategy that blended eCommerce with the physical nature of franchise retail to drive more sales growth and revenue
- Our team created a unique digital marketing plan that incorporated a website redesign with marketing automation that focussed on user experience, engagement and segmentation. This led to a more robust and integrated marketing strategy to improve on user acquisition and growth, specifically focusing on Digital Strategy, SEO, Email, Paid Search, and Social advertising.
- A combination of behavioural targeting was used in conjunction with creative testing to assess user engagement and market uplift. Through this, we identified the types of messaging that resonated with audiences the most, driving an increase in online bookings and leads generated.
- From here, the team was able to create a tiered strategy that nurtured each stage of the customer lifecycle, integrating remarketing with audience segmentation and user tracking.
- Then strategy was refined even further by creating marketing campaigns; targeting specific geographic locations and demographics with personalised and optimised social and search advertising.
Results
- 48% Increase in organic search visibility on Google through premium SEO strategies that allowed Dollar Curtains to increase their keyword share at the hyperlocal as well as national level
- This led to a 27% Increase in Website Traffic with a 57% Increase in Business Leads and strong growth in eCommerce
- 33% Reduction in Cost Per Acquisition while 45% Increase in Business Growth
- An increased digital footprint and consideration of the Dollar Curtains stores across Australia.