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Summer shorts surge for CHO through a laser focused campaign

Learn how Visualsoft boosted summer sales for a premium fashion retailer with an innovative, creative and laser-focused marketing campaign.

17 December 2024 6 minute read

Email marketing Paid search SEO

Our impact.

+50%

increase in revenue

+33%

boost in transactions

+86%

uplift in store visits

Founded in 1999, CHO Fashion & Lifestyle has expanded from a country store in Carlisle to a global online retailer, providing a wide range of high quality clothing, footwear and accessories. Offering womenswear and menswear from British heritage brands alongside renowned international labels, the family run business has built a solid reputation for its collections as well as its outstanding service.

The brand is also a long-standing Visualsoft client, propelling its growth via our eCommerce platform. After experiencing a dip in YoY organic traffic, CHO recently utilised our SEO support too, tasking our team to find new ways to attract more shoppers to its online store and improve its visibility across key categories for the summer period.

In response, we designed and delivered a customer-winning marketing campaign centred around the retailer’s range of men’s shorts, and through expert keyword research, UX analysis and unique content creation, we quickly achieved an increase in users, transactions and revenue for the brand.

Data-driven enhancements

Informed by meticulous keyword research, user experience analysis, and performance analysis on trending searches within social media, we successfully implemented new filter options across the CHO store, as well as intent-focused content and beneficial internal linking. This not only drove an influx of new users to the site, but also created a positive surge in organic sessions and revenue that surpassed all targets.

Tailored and targeted

Rather than directly compete against labels stocked by CHO for branded search terms, or look to leverage saturated non-branded search terms in a highly competitive industry, we took a different approach.

By creating unique pages and content specifically tailored to CHO’s target audience, as well as using top-level content to internally link priority brands, we successfully gained 605 newly ranking keywords and improved 457 current positions for the shorts subcategory.

Cross-channel collaboration

As well as driving remarkable results across the brand’s search performance, our in-house experts also leveraged the shorts campaign content across additional marketing channels. As a result, CHO benefited from a 6% increase in revenue generated via its email marketing efforts, in addition to a 32% uplift in sessions generated via PPC campaigns.

Working alongside Visualsoft gives us a huge reassurance that the campaigns and content we create are being used effectively. I am looking forward to seeing where the next year brings us."

Anthony Irving - Managing Director

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