A FULL ECOMMERCE MARKETING STRATEGY | THE BRITISH BLANKET COMPANY

We all know that ecommerce growth isn’t a case of investing more, we knew that we needed to use data to guide our decisions and pinpoint where the growth opportunities lay and what the challenges to overcome were.

This is where our bespoke Gross Demand Plan comes into play, it’s a fully fledged retail management tool that can navigate the unchartered waters of growth for ecommerce brands. The full roadmap would work out exactly how much The British Blanket Company needed to invest in order to achieve the growth they desired, giving them weekly targets and actionable steps to reach their goals.

From our findings, we needed to focus on four key areas to ensure that The British Blanket Company could scale their business:

• Creating a bespoke ecommerce growth plan (the Gross Demand Plan)
• Performing a full audit of their ecommerce operations and actioning our findings
• Producing a marketing strategy informed by points one and two
• Setting up and optimising their paid and owned channels for growth

We drew on our team of ecommerce experts to carry out a full ecommerce audit, giving The British Blanket Company insight into the key areas essential for ecommerce growth: Website speed, SEO strategy, branding & messaging, sustainability, accessibility, ecommerce data, digital marketing mix, and digital channel set-up. Our ecommerce audits identify, not only where a brand has potential for growth, but what challenges they might be facing. Both of which help us to determine where our attention needs to be focused.

Running alongside the audit was the creation of their bespoke Gross Demand Plan. Growth requires strategy and when you don’t use data driven solutions to achieve it, you might not be left with the desired results. As before, the GDP uses sales targets combined with all financial and marketing data to build a blueprint for growth. 

All of this informed the production of a digital marketing roadmap for The British Blanket Company with objectives, goals and key initiatives for each quarter. The roadmap outlined a strategy of growth for them across their paid and owned channels. We used this data backed strategy to set up and optimise both of these channels for growth.