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ABC Golf

Brief

ABC Golf is a leading golf retailer, stocking a vast array of professional, industry leading clubs, clothing and equipment for players of all levels. With a successful ecommerce platform, and a presence in various golf clubs across the country, the brand is a one-stop-shop for all golfing needs.

When ABC Golf approached Red Hot Penny, they needed to strengthen their product offering by consolidating their design and digital marketing strategy to increase conversions and optimise their site. The website was a secondary sales channel for the brand, but they wanted to make it their primary revenue source. They required a focused brand strategy to bring messaging and campaigns in-line with eBay and Amazon offerings to match online competitors. The brand also wanted to refocus their email marketing strategy to generate more conversions from each campaign. 

Solution

Red Hot Penny worked with ABC Golf to align their website’s email designs around current golfing events, to capitalise on customer interests. An email marketing campaign was created using a 3 month content calendar, and the user experience was optimised to improve the conversion rate of each email. The digital marketing team carried out weekly best seller checks to refresh homepage products with current sales drivers, and implemented strategic SEO and Google Shopping campaigns.

Behavioural retargeting was also set up to reduce basket abandonment rates, and a focused social media marketing campaign was carried out on Twitter and Facebook to improve reach and engagement levels.

Results
  • 30% increase in traffic & 134% increase in revenue year-on-year
  • 208% increase in email revenues
  • 40% increase in organic conversion rate 

 

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