Case Study

The Works Family Friendly Discount Store is a major omni-channel retailer operating in the United Kingdom. The Works had set 100% growth targets for it’s online channel over the Q4 period spanning christmas. Despite these ambitious growth targets in terms of overall sales and revenue The Works also operate in a highly competitive market in terms of margin and cost of sale meaning that maximising and balancing ROI off the back of seasonal trends was also paramount.

The Goal

  • Increase Overall Online Revenue by 36%
  • Maintain stable ROI.
  • Provide Exposure on Seasonal Products.
  • Expand Online Advertising to full Inventory.

The Channels

  • Google AdWords Paid Search
  • Bing/Yahoo Search Network Paid Search
  • Google AdWords Shopping Campaigns
  • Google AdWords Retargeting
  • Search Engine Optimisation
  • Content Promotion

The Approach

  • Account Restructure.
  • Shift To Google Shopping Campaigns.
  • Increase Brand Exposure & Impression Share.

The Results

  • 140% YoY Growth.
  • 44% YoY Increase E-Commerce Conversion Rate.
  • 600% YoY Sales Increase – Paid Search.
  • 300% YoY Increase in Mobile Traffic.
  • 75% Increase in Google Shopping YoY – Paid Search.

The Works Store Ltd

The Works initially established themselves as an offline only retailer operating primarily within the discount books sector. They have 300+ bricks and mortar retail stores throughout the UK & Ireland. The Works first came online in 2010 promoting the website organically, they launched their Paid Search initiatives in late 2011 growing it’s contribution to online sales from just 2% to 28% growing overall sales online by over 1000% in the process.

Throughout 2014 The Works has served more than 24 million customers across the UK growing online transactions by over 150% YoY. The huge range of stock accessible to customers in store has proved to have great appeal to consumers of all types. The dynamic product range is constantly updated and consists of more than 40,000 different lines each year.

The cross-channel strategy adopted by The Works & CK-Net team has driven both increased volumes of growth as highlighted by Deloitte in the analysis below as well as delivering return on investment to the business at a greatly improved margin.

Client’s Comments

 CK-Net have been instrumental in supporting our ambitious YoY online growth targets across multiple channels. CK-Net successfully delivered the commercial numbers whilst maintaining target ROI. Through their pro-activity and transparency CK-Net have been able to lead many digital marketing initiatives, helping TheWorks.co.uk gain a competitive advantage during a highly competitive Q4. Their approach combines their proprietary technology with a client-first philosophy and makes for an extremely agile delivery ensuring we are able to implement new strategies quickly and efficiently. The collaborative and innovative approach means we are also able to trial new initiatives in order to set new standards within the industry and drive a point of difference. The success of both mobile visits and Google shopping campaigns are a compelling story and have formed the foundations of an even stronger online presence over the last quarter which we will continue to build on throughout 2015. 

Simon Joseph
Multi Channel Director
The Works Store Ltd

 CK-Net began working with The Works mid 2014 to provide a performance focused combined paid search and SEO solution. Recognising search marketing as a key element of their marketing mix we placed emphasis on both generating incremental revenue as well as supporting other channels to improve lifetime customer value. The role of our work in optimising the paid and organic search channels during Q3 has been a key driver in supporting sales for The Works as highlighted by Deloittes. In a highly competitive Q4 & Christmas The Works have announced themselves as a key player and through their partnership with CK-Net have been able to anticipate and react to the in the quickly changing UK e-commerce landscape. 

Ajay Syal
MD – CK-Net

Conclusion

The opportunity to translate the company motto “What Will You Discover” from in-store into its’ current online offering is an exciting challenge, where consumer browsing and discovery element must be finely balanced with the ability to drive highly qualified traffic to the website through both paid and organic means.

Working in partnership with CK-Net the omni-channel approach adopted by both parties has yielded high growth and capitalised on market conditions promoting value for money and wide inventory to savvy shoppers across the country.