Established in 2002, Provincial Home Living has celebrated success after success with their brick and mortar stores. Their selection of beautifully crafted products, immersive visual merchandising & accessible locations around Australia, has been a huge achievement for Provincial over the years, resulting in a brand which stands the test of time and a strong customer following.
For that reason, Provincial approached WOOF Creative, driven to achieve the same success online, to rethink their digital marketing strategy and create a sustainable model to meet the growing demands of the business.
Working closely with Provincial, we recognised the key to their longevity was based on the following factors…
BRAND - aspirational, timeless,
PRODUCT - carefully curated collection of homewares and furniture
POS - beautiful visual merchandising, immersive in-store experience
Because Provincial had such a strong customer following already, the challenge we set ourselves was to try and align the digital experience to the in-store customer journey. With the e-commerce store being the end destination for the customer journey, we identified various channels where we could bring the brand to life and use to drive sales online. But that would also simultaneously support and not cannibalise the bricks and mortar segment of the business.
Therefore the next step was to map out a critical activation path. Working with Provincial to implement a phase at a time to drive sustainable growth whilst delivering on budget. Once each phase was implemented we then trained Provincial’s in-house Marketing & Creative team to take over day to day management and content creation to enable a more cost effective implementation, increasing ROI by reducing management costs.
easy to use
With thousands of products available to purchase, the main navigation had to be easy to use. Categories have been carefully selected and grouped by room (departments), with subcategories housing small and large items you would find in each space.
beautiful products on display
first impressions matter
The retail space is a fast moving industry, and Provincial needed their homepage to be updated on the fly. Creating a set of modules for each section, the homepage has the flexibility to be chopped and changed depending on the campaign. Banners, large and small can be easily repositioned, to ensure the right attention is drawn to people who first land on the page.
Built on the Magento platform, the site was integrated with Provincial Home Living's POS sale system. Developed as the needs grew site features were introduced every quarter to continually evolve the user experience and refine the sales process. From simple additions like "SALE" and "NEW" banners to more complicated A.I. driven predictive search results, the site has not stood still since inception. Including many features developed in the back end to simplify business processes, reducing shipping times and reduce double handling.
Email has proven a successful tool for Provincial’s digital marketing strategy, and one of the biggest return of investments for their business. Provincial needed a platform where they were able to release content frequently to keep customers up to date with the latest product releases and sales. In order to determine how to make the biggest return on each email, we worked closely with Provincial to refine the messaging of each campaign and deploy different layouts and tactics through multiple A/B testing, whilst integrating with analytics to determine success. The many years of reiterating and refining has resulted in an increase in sign-ups, opens, clicks, web traffic and web sales.
Activated via a cross channel approach
All the channels used to drive engagement and online sales for Provincial were designed to interact and inform each other. By using cross channel methodology we were able to leverage learnings from all channels to reduce costs and increase ROI
Google Adwords support campaigns to drive new customers to the site using search ads, display ads and remarketing ads.
Tightly integrated with Google analytics for live data insights, funnel and goal tracking, including customer designed dashboards and reports.
Built on one of the worlds most popular & flexible ecommerce platforms.
Integrated with readymag for increased user retention
Leveraging issuu platform to allow quick implementation of catalogues.
Activated across Facebook, Instagram & Pinterest to increase user reach and engagement.
Engaging with customers directly in their inbox by using a mix of segmentation, A/B testing, trigger marketing and journey marketing to achieve the best results.
This project was not a simple brief to launch and your done type of project. It has spanned 4 years of thought out development, iteration and adaptation. Changing and adapting with the changing needs of the business. With the goal of creating a long term sustainable revenue stream that was able to be maintained and managed with internal resources.
Phase 1 launch of Provincial's online store 1.0 and digital marketing strategy has been a success on all counts. Site metric have exceeded the initial goals set at the beginning of the project. But more importantly those site metrics have returned a substantial base level of sales and illustrated huge potential for growth.
Such as success has enabled Provincial to march forward confidently into Phase 2 of the project building on the knowledge gained during the phase, and well on the way to establishing themselves as a marketing leader in the digital marketing and eCommerce space as well as bricks and mortar.
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