German footwear giant wants a partner to help grow in the ultra-competitive UK market space. Growth was to be achieved both directly through their website while maintaining and improving sales through stockists – meaning this client needed to tread carefully (da dum dum tss).

They had achieved some growth in the last 12 months through brand-related searches but wanted to rapidly increase performance in the UK market.

Selling through the likes of Cotswold outdoor, Regatta & Go Outdoors, they wanted to protect and enhance stockist sales while also increasing D2C sales.

Stage one was to conduct a Conversion Optimisation Data & UX Audit for the client to understand:

• The user audience and personas.
• The existing data.
• The current UX & UI across the digital landscape.
• Marketing opportunities.

Based on these findings we implemented a strategy of:

• Social awareness (upper funnel) activity based on identified persona segments.
• Search & shopping campaigns (lower funnel) activity. This required bidding logic to allow distribution partners to still get maximum exposure, yet allow for LOWA to achieve sales at highly competitive CPA figures.
• Retargeting based on interaction with the website & audience segment data. 
• Website improvements
• Improving the client’s data integrity.