"While Naan Roll Kits had flown off the shelves during the height of the pandemic, sales began to slow as lockdowns eased and the consumer demand for at-home kits lessened. They needed a way to grow their store customer base and keep selling post-lockdown at an efficient ROI."
"We harnessed the special ingredients of Paid Search, Shopping & Social and SEO to make the most of their paid and earned audiences. As restaurant re-openings were on the radar, there was a key opportunity to market the store to people without a Dishoom restaurant close by."
"Within 3 months of taking over the existing Paid campaigns we increased ROI 150%, and from there it only got better. Over 12 months we drove 50% of all Store revenue via Organic and Paid activity, with an average direct ROAS of 6.8 across Search, Shopping & Social advertising."
Dishoom launched an eCommerce store during pandemic lockdowns to sell their Bacon Naan Roll Kit, which initially sold in high volumes. As lockdowns eased and demand declined, the brand needed to sustain store sales with efficient returns. A digital strategy was implemented using paid search, shopping ads, and social media to expand awareness beyond London's core customer base and target consumers without nearby restaurants. The approach focused on building top-of-funnel awareness across multiple channels while converting ready-to-purchase customers. Results included a 150% ROI increase within three months, 50% of store revenue from organic and paid activity, and an average 6.8 ROAS across search, shopping, and social advertising over 12 months.
#ecommerce-strategy #digital-marketing #paid-search-and-social-advertising #roi-optimization #post-pandemic-business-growth
Read at www.thedrum.com
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