For over 15 years, Country House Outdoor have built a reputation as one of the UK’s leading retailers of premium lifestyle brands for both men and women, including Barbour, Aigle, Joules, Musto and Hunter Products. Based in Carlisle, Cumbria, CHO pride themselves on their offering of country clothing for active men, women and children.
2017 was the year that CHO decided to re-position their business as a fashion and lifestyle brand, moving away from the country and outdoors marketplace. The client’s main objective was to attract a wider audience and drive increased traffic to the online store following the rebrand from Country House Outdoor to CHO. Consequently increasing overall revenue.
Due to its current position within the country and outdoors marketplace, the client wasn’t known as a fashion brand, they had an aging audience and very little potential for business growth. We quickly established the need for a website redesign and our in-house design team produced a new site for the client that truly reflected the new stock range and branding of the business. Elements of the web pages were then tested by our CRO experts to ensure the best possible conversion rate from consumers.
An integrated marketing strategy across acquisition and engagement channels was implemented to further establish the company in its new marketplace. Our email marketing department was utilised to develop customer journeys, and produce a strategy that focused on current sales promotions and content that would engage the consumer, such as the blog, to keep both open and click through rates high. This assisted the overall revenue from the online store.
Our SEO team established that high end fashion brands were key sellers through CHO, and the optimisation of these pages was key to driving traffic at both the research and purchase stages of the buying funnel. On site content was produced around the high search keywords, supported by the ranking in SERPs, as well as content campaigns for digital PR and outreach activity to increase brand awareness and drive quality backlinks for domain ranking.
Alongside this, our affiliate marketing experts used voucher codes and cashback as incentives to drive traffic to the website around key sale dates and new in promotions. Students and younger age groups that were interested in fashion were predominantly targeted to help assist in growing the audience pool, and drive more consumers to make purchases. Targeted TV advertising via Sky Adsmart was also used to attract the new audience, build brand awareness and drive traffic to the online store.