A retailer offers a full line of swimming gear, apparel, and accessories to outfit a single swimmer or an entire team. They have three brick-and-mortar locations that have steadily increased in size and revenue over the years. The swimwear retailer began working with High10 Digital as its primary marketing partner in September 2019. 

The relationship began by talking with the client to learn about their business goals. Those conversations revealed that it was a priority to increase overall sales, escalate online sales, and streamline operations. High10 was specifically tasked with increasing online sales from the website.

Up to that point, e-commerce made up only about 5% of the retailer's annual gross revenue. They wanted this to grow to 15% of total revenue without cannibalizing traditional sales in their brick-and-mortar locations.

High10 dove into the data, learning about the industry, customer habits, competitors’ efforts, and the retailer's operations and profitability. Research showed the retail industry had undergone a significant transformation over the past decade, and continues to evolve rapidly. Led by advancements in digital channels, 2019 was a powerful year for retail in the US, with the market growing every month above and beyond a record-setting 2018. Even so, the face of the market was quickly evolving, and retailers had to adapt to new shifts in demographics, attitudes, and consumer preferences. The market was defined by emerging technologies that changed the way consumers interacted with their favorite brands, a shift in preferences, and the emergence of new battle lines for e-commerce. To best compete with other online retailers, High10 knew our client needed to embrace those changes and update the way they sell to customers. 

High10’s analysis revealed that the company had a real opportunity to penetrate new markets and target customers they’d never previously been able to by expanding the reach and appeal of their online storefront, focusing on the audience most likely to respond to their messaging.

A strategy was developed based on the analysis High10 performed to raise awareness and convert sales by creating and highlighting the advantages of this retailer over its competition. High10 created a targeted Google Ads campaign around key products that had the greatest appeal to a niche audience, focusing on those with the highest profit margins.

The campaign was targeted at regional locations around the country where research revealed the strongest interest in the products recommended by High10.

Implementation of the paid campaign plan was preceded by an SEO+ optimization strategy to help improve the efficiency of the campaign and drive the desired behavior from the target audience over time.

Over the course of November, specifically targeting Thanksgiving week, Black Friday and Cyber Monday, High10 Digital worked with Swimville to launch a paid campaign implementing the following:

• High10 built display and text ad campaigns on the Google Ads platform 
• A targeted Facebook campaign was also created to target a different, more passive audience
• Ongoing optimization for these three campaigns was performed over the course of the seven-day campaign

The narrowly targeted seven-day campaign created 340,308 impressions, 1,971 interactions and—most importantly—106 processed sales directly attributable to the campaign efforts. The campaign resulted in a 19.14% conversion rate with a 1,090% return on investment.