Australian fashion brand Country Road has revealed its impressive sales results are due to attributing its strong conversion rates to the brand’s multi-channel digital marketing strategy.
In a case study focused on Country Road’s Holiday 2015 campaign which ran from 17 November until 24 December 2015; the brand found:
- For every $1 spent in Facebook advertising, the brand generated an additional $18.20 in revenue.
- Some 84.6 per cent of this revenue was attributed to bricks and mortar stores.
- Facebook ads were five times more effective in driving sales in store compared to online sales via its e-store.
Read Country Road’s Conversion Lift Study with Facebook here.
Darren Todd, managing director, Country Road said: “This partnership with Facebook has highlighted the changing consumer path to purchase and the importance of integrating our digital and in store experiences. We’ve demonstrated the impact we can achieve across our marketing channels as we continue to modernise the Country Road brand and, most importantly, connect with our customer. These are world-class results, and a step further towards our vision to become the leading connected retailer in the southern hemisphere.”
Says Paul Conti, digital marketing manager, Country Road said: “This is a first in understanding our Facebook campaigns’ impact on sales in our bricks-and-mortar stores, and the results have far exceeded our expectations. They’ve proven that our digital marketing channels can help drive significant incremental revenue in our retail stores, over and above the outstanding results we’ve seen in the online space alone. We now have a much clearer picture of the lift we can achieve in both in store and online, and how the two worlds intersect, which is invaluable in informing our strategy moving forward.”
Kate Box, head of retail at Facebook Australia said: “Ove 11 million Australians use Facebook on their mobiles every day, providing a unique platform for Country Road to reach their customers at the right scale and drive significant return to their business. We targeted real people with the right message, leveraged moments throughout the day where people discover new products, and are inspired to think, care, and shop.”