The Client:
Bed & Bath is one of the leading home-textile brands of Pakistan which provides a complete range of bedding, towels and other home and lifestyle products that have been part of people’s homes for a considerable period of time. Bed & Bath has 10 retail stores across Pakistan.
The Objective:
The holy month of Ramazan is known as the month of celebrations.It’s a time when a lot of brands create a festive atmosphere by introducing discounts that lead towards a shopping frenzy. What really makes the holy month so special is the extensive shopping people do as Eid-Ul-Fitr approaches.Hence, the objective was to make Bed & Bath’s shoppers happy and enjoy this time of the year in a jubilant manner.
The Campaign:
A campaign was designed that would entice the audience at both, the physical and the online store.
The month of Ramazan is observed in three Ashra (Ten Days) and generally people tend to keep track of the month accordingly. In this context, MWM Studioz advised Bed & Bath to introduce a month-long sale which would offer different levels of discounts in each Ashra.
Discounts are usually considered to be appealing to the customers by displaying the exact amount they will be saving on the sale. However, a point to note is that no matter how great the discount is, it would be of no use if the communication is not being done to the right audience as this would result in a wastage of the ad spend and an inability to substantiate the campaign.
For that reason, a core part of the strategy was to develop personas of customers to whom the products would be relevant. By knowing who exactly Bed & Bath’s customers are, a platform to establish a two-way communication is established, through which not only will the audience be interested in the products but motivated towards a purchase decision.
A useful example in this case would be to highlight, how advertisements for bed sheets and curtains were placed. Personas of women who had newly bought or renovated their homes, were developed and were eventually exposed to the ads. This made them spend a significant amount of time on the website and finally deciding to select the product of their liking and placing an order.
Another example of displaying contextually relevant advertisements is of baby products, which were shown to women who were expecting the delivery of their child in a few weeks.
The Result:
With a successful execution of the campaign and monitoring the response of the audience throughout, following are some of the key highlights that were gained as a result:
- Newsletter subscriptions were increased by 200%
- Number of engaged users on social platforms was increased by 500% due to massive share ability of the content and new subscriptions on all social channels.
- Customer queries through Phone, WhatsApp, Online Chat and Facebook messages increased by 50%.
- Bounce rate was decreased by 4%, bringing down the overall number to 18%.
- The Time on Site was increased by 30%. This proved to be a significant milestone as users who were driven to the website knew exactly what they had come to buy, yet viewed numerous different other products resulting in an increased overall time spent on the website.
- During the campaign it was observed that the ratio of order cancellations dropped down by 25%.
- Most importantly, to calculate the precise ROI, the campaign generated a 400% increase in revenue.
